Journal articles on the topic 'Artist-consumer interaction'

The purpose of the research is to review all types of modern audiovisual art, understand its components and novelty, which it offers. The article also analyzes the interactions of an audiovisual artist with the audience together with the new aspects of the interaction of the consumer with the artistic content. Moreover, it is important to understand the influence of this type of art on human consciousness as well as the changes it brings with it into long known forms such as films and video games. The methodology of the research consists in using the following methods: theoretical (regarding the scientific articles, which conduct the discussion concerning audiovisual art within theoretical plain) and empirical (consideration and analysis of various media materials to receive information on the latest audiovisual art products). Scientific novelty. Considering that audiovisual art appeared fairly recently, there is not a big quantity of researches, which would analyze the components of audiovisual art in-depth as well as the elements of novelty, which the said type of art offers. It has to be noted that the scientific novelty abroad is present to a lesser extent, however, within the space of Ukrainian scientific thought, this type of art is still not being researched thoroughly. Conclusions. Throughout the research, we have established the primary traits of audiovisual art, regarded in detail the relationships and interactions of the audiovisual artist with his audience and the degree of control available to the consumer over the artistic idea. The article also established the possibility of using audiovisual art as a therapeutic method for healing mental traumas.

The study aims to analyze a 2008 advertising product (poster) by Volkswagen AG (referencing the works of S. Dali) in the context of the dialogue between elite and mass culture, identify ways to attract the consumer’s attention to the merits of the offered product through references to cultural pretext, and also consider the features of the representation of classical painting images in advertising. The paper examines the features of the cultural dialogue in the process of the creative interpretation of the plots and images of Salvador Dali’s artistic masterpieces “The Persistence of Memory” and “The Anthropomorphic Cabinet” by the advertising artist K. Chudinskiy. In addition, various intentional means of influencing the recipient through the advertising product are considered. The scientific novelty of the paper is accounted for by the fact that the analysis of advertising material that refers to cultural artifacts of the past makes it possible to consider the main techniques for engaging the consumer in a dialogue with Dali’s legacy in order to generate interest in the offered product; to show ways of manipulative influence of advertising on the recipient through playing with cultural pretext; to identify the specifics of the dialogue between elite and mass culture as a result of the creative interaction of a modern designer artist with classical art. Furthermore, the advertising product in question has not previously received researchers’ attention. As a result of the study, it was found that through various means of representing classical painting images in the 2008 Volkswagen AG advertising campaign, the advertiser, firstly, stimulated the consumer’s interest in their product by using the imagery of Dali’s works. This approach allows for the satisfaction of the buyer’s aesthetic needs and convinces them that the product deserves attention. Secondly, the interpretation of the plot of classical painting offered by the designer artist in the advertising product makes it possible to “sell” a certain lifestyle, a dream that can be realized with the purchase. The work of art allows the consumer to believe that the product offered is intended specifically for them. Thirdly, the effect of the advertising slogan (“Absurdly low consumption”), promoting the principle of rational consumption, is amplified by the use of a cultural pretext, which is intended to remind the buyer, a civilized person, of their responsibility for actions that change the surrounding world. Fourthly, by creatively interpreting the artistic heritage of the past, the author of the advertisement not only encourages the consumer to purchase the product, but also awakens intellectual interest in masterpieces of painting, including the recipient in a dialogue between elite and mass culture. The main means of representing classical painting images in the advertising, which allow the modern artist to creatively interact with the classical heritage, are modifications of the object’s locus, playing with the cultural pretext, irony, symbolization of the artistic space of the advertising product, allusion.

Abstract This paper presents the definition of cultural marketing services phenomena, trying to identify new ways to interact and gain insight in consumer preference and behavior. The existence of Big Data and Internet of Things can be used in the Cultural Services sector. Traditional marketing and digital marketing can be reunited with the help of Big Data trends and analytics to better connect with target audience. Big Data can be used to analyze and discover new patterns in social trends and uncover customer preference. There are digital ways in which now consumers interact with their favorite cultural service and these are mostly, by internet. This new level of interaction live with your favorite cultural service, band or artist, even with other services like museums or conferences, where a human voice exists, can make the difference between returning or not to a certain service. Customizing the experience for each customer gives way to improving the overall marketing mix and improve profits. Big Data can help at improving this experience and create a better hypothesis for future strategies used in new cultural events. The main objective of marketing cultural services is to offer the client a unique selling proposition that can’t be refused. Using the internet, they leave a digital footprint with every action they make in regard with a certain services: they engage via social networks or check in via GPS. These are just a few examples of raw data that can be collected and used to exemplify future possibilities and predict where people will be in relation with a certain cultural call to action. This information, with consumer behavior studies, motivations, drives and other characteristics (age, sex, income, social position) can determine the best marketing approach for a certain event or communication in order to achieve maximum return on investment.

In the context of media space digitalization, issues of using multimedia in audiovisual works and in screen arts become increasingly important. Evolutionary processes in audiovisual production form a new system of expressive means, determine the scope of modern multimedia, transforming them into a new communicative space. The article notes that the gap between the intensity of the introduction of this type of creativity and lack of theoretical justification of the process is due to the rapid formation of a new artistic environment, its adaptation and relevance. The purpose of the article is to analyze the exploration of the new type of communicative space, change and adapt the art form when introducing multimedia into the movie plot. The author gives a generalized description of the interaction of the viewer with a work of art, equipped with elements of interactivity, which is represented in the creative dialogue of the artist and the consumer. But the design format involves fundamental knowledge in the field of cinema and practical skills when using technologies in screen arts. In the section on practical techniques for implementing multimedia, the author focuses on the short stories developed by the teachers of the Department of Animation and Computer Graphics for training multimedia directors at VGIK. Taking the work of VGIK students as an example, the article substantiates the integration of theoretical knowledge and practical skills in teaching students whose training is based on common and fine culture in combination with the skills of using digital technology. The article touches upon the education of a multimedia director an auteur and professional, capable of realizing their plan with audiovisual means involving the transformation of screen time and space, which is a difficult but important educational task in digital time.

In examining Michel Foucault’s philosophical vision I have used Gilles Deleuze’s definition: “A seer is someone who sees something not seen.” Being situated on the border between the discursive and the non-discursive, images offer an opportunity to get out of the discursivity; this rupture enables one to see and say something new. The images carry in themselves “an uncertainty essential for creativity”. This property relates images to Foucault’s philosophical vision, aimed at destroying the evidence characteristic of a historical formation in the sphere of what is seen and what is said.In addition, one can notice three different directions in Foucault’s understanding of art, which correspond to different periods in his thinking. In his first work Folie et déraison. Histoire de la folie à l’âge classique (1961) there is a vertical view. Influenced by Martin Heidegger’s ontological conception of art, Foucalt sees images as “growing out of the Earth”, as a specific truth which he valued highly during this period.”Archéologie du savoir (1969) reveals a different vision of art. In this work, Foucault stressed that, at least in one of its dimensions, art is a discursive practice “at the most superficial (discursive) level”. In this “superficial” phase, his account of art may be compared to George Dickie’s institutional theory of art. I call the gaze moving along the surface the horizontal.However, as early as the 1970s, Foucault’s understanding of art becomes spherical: art lacks an ontological dimension; instead, images emerge in a historical fabric, within a network of power, as a result of complex interaction between various forces. Foucault participates in this “fight” mainly at the discursive level, but he does not suffocate images with text; instead, he revitalizes them, making them visible again in a novel way.Eventually the question arises whether the direction of the view has an effect on the interpretation of art.Firstly, there is the problem of value. In a broader wider perspective, the vertical is inherently tied to this. It touches on hierarchy, on looking up from below and the awe this invokes. A connotation is assigned to divine structures and the symbolic significance of such things. Growing from the artist’s hand via forces unknown, self-made artworks thus evoke a different kind of reverence than those produced merely on a flat surface. Foucault’s earlier works in his vertical period reference visual art notably more than his later works. Pictures made in the vertical seem to offer him more inspiration. It is only during this period that pictures speak to him, later it would be reversed – he would speak of the image.Admittedly he never finished his horizontal interpretation, producing only a barebones sketch. Such an approach does not demand viewing or listening to the art itself, but rather offers a possible way to hold a discussion on it. Maybe Foucault just did not have the time to write on the horizontal or maybe it simply did not engage him enough.The horizontal approach, specifically the version put forth by Dickie is a consumer-centric vision. Art would mean a market that is based purely on supply and demand. With this approach, artworks tend to contract the one time use and disposability of commodities.Secondly, there is the issue of visual art’s material or virtual nature. Words like verticality and Earth remind us that art has been material (until now) and thus literally originates from the ground. One can easily argue that works come from the Earth and emerge with the help of the artist, as Heidegger claimed. If we say that artworks have been material until now, we draw attention to the evolution of art as a configuration of shining pixels on a computer screen. The screen may be material but how and in what way is the light emitted from the tiny points of light material? However one approaches it, the virtual image is material in a different way than traditional works of art. Might it be that Foucault’s spherical view is a good fit for analyzing such virtual art?

There is a tendency in academic literature to compare and contrast reli- gions to try to understand the motivations of the convert. What are the costs and benefits of conversion? What is gained and what is lost? Thinking in these utilitarian terms can lead to a focus on causality and materiality, rather than the metaphysical and ephemeral aspects of religious thought and practice. Furthermore, religious conversion to Islam is often mired in the same prejudices and stereotypes of the orient found in western and predominantly Judeo-Christian depictions of the Middle East, the region that Islam is most often associated with. In Everyday Conversions: Islam, Domestic Work, and South Asian Migrant Women in Kuwait, Attiya Ahmad moves away from the emphasis on what distinguishes religious traditions and discursive communities to focus on what religious conversion means to the individual convert. Ahmad seeks to counter the notion that conver- sion must have some material benefit to the convert and instead looks at the quotidian character of religious transformation. Ahmad argues in her eth- nographic work that conversion can be understood through the minutiae of daily interactions, conversations, and affections that develop over time. She follows the lives of migrant domestic workers in the Gulf and their relationships with their employers as well as their own families over the course of their conversions and argues that it is neither the strength of the da'wa movement in Kuwait, nor the benefits gained by conversion to the employee/employer relationship that effectively describes the reason the women convert (although Ahmad is admittedly not looking for causality). Instead, Ahmad writes: “I have sought to tell a more modest and mundane set of stories that convey moments of slippage, tension and traces of feel- ings, thoughts and impressions of everyday conversion” (194). The strengths of Ahmad’s ethnography lie in its attention to detail and equanimity in representing the challenges of migration and domestic labor. Ahmad is careful not to create victims, nor inflate the value of the women’s migration and conversion to their economic or personal well-being. In this approach, there are hints of Lila Abu-Lughod’s and Saba Mahmood’s work with women who appear to be in marginal or precarious positions. Like these feminist ethnographers, Ahmad is attuned to the ethics and politics of representation, but with an eye towards transnational and cultural stud- ies. In its theoretical framing, the ethnography calls to mind the work of Michel DeCerteau in The Practice of Everyday Life, which rejects theories of production to focus on the consumer. Furthermore, by placing conversion in light of transnational migration, Ahmad also shows how the individu- al convert navigates her conversion through the complex nexus of Kuwait City as well as her own home town. Thus, the individual convert as artist of her own conversion is the primary subject of Ahmad’s book. My one cri- tique of the book would be in the area of theory, where Ahmad is hesitant to challenge others who have written on the subject of Islamic religious faith and practice, despite the theoretical weight evident in her ethnography. In the introduction, Ahmad begins with Talal Asad and Saba Mah- mood’s seminal arguments in the field of anthropology of Islam, which she argues “relativize and provincialize secular modern understandings of sub- jectivity, agency and embodied practice” (9). She distinguishes her work from Asad and Mahmood’s by utilizing a transnational feminist framework that highlights the process of “mutual constitution and self-constituting othering, as well as sociohistorical circumstances” (10). Ahmad wants to go beyond discursive narratives of secular liberalism and the Islamic piety movement. Specifically, Ahmad follows the approach of Eve Sedgewick, who eschews Judith Butler’s “strong theory” in exchange for an approach that looks at factors that “lie alongside” gender performativity (23). Ahmad does this by showing “how religious conversion also constitutes a complex site of interrelation through which religious traditions are configured and reconfigured together” (24). Instead of showing conflict or contrasting discursive traditions, Ahmad contends that the best way to understand the lives and stories of her interlocutors are in the quotidian affairs of the households they work and live in. She divides the chapters into the affec- tive experiences the women have as a result of their migration experiences, which in turn spur their conversions. Chapters one and two cover the political and geographic terrain that the women must cut across, which produces an overwhelming feeling of being neither here nor there, but temporarily suspended between states, households, and religions. Chapter one paints a somewhat grim picture of the politically precarious position of migrant women within the kefala sys- tem, labor laws, and bans on migrations often creating impossible condi- tions for migrant woman. Chapter two sets out to “discern, document and describe” (66) the migratory experience and why it produces uncertainty about one’s place in the world. It follows the women back and forth between Kuwait and their home countries, emphasizing the socio-historical context that requires a transnational feminist framework. The four women that Ah- mad follows throughout the book share their migratory journeys and their sense of “suspension” between two households. This chapter segues neatly into chapter three, where the women share how being a female migrant and domestic laborer requires knowledge of cross-cultural norms regarding gender, all of which require the women to be naram, “a gendered, learned capability of being malleable that indexes proper womanhood” (122). In their own eyes, a successful domestic worker from South Asia bends to the norms of the society they are in, and they attribute male and female migrant failure to being too sakht, or hard and unyielding. Here, I would have liked a stronger connection between how she describes naram and how Mahmood describes malaka. Does being naram lay the groundwork for women’s conversion to Islam, a religion which requires the ability to engage in rituals entailing patience, modesty, and steadfastness? Ahmed hints at this connection in the conclusion to the chapter—“Being naram resonates with the fluid, flexible student-centered pedagogies of Kuwait’s Islamic dawa movement, thus facilitating domestic worker’s deepening learning of Islamic precepts and practices” (123)—but she could have spent more time discussing the overlap in the concepts in either chapter three or five, where she discusses the da'wah movement. Chapters four and five deal directly with questions of religious thought and practice and illustrate how the women grapple with Islamic practices in the household as their relationships with their employers deepen. Chapter five is about the household and the everyday conversations or “house talk” that Ahmad argues are the touchstones for the women’s conversion. The daily relations in the household make blending and layering practices of Is- lam onto older traditions and rituals seem easy and natural. Ahmad argues that “the work undertaken by domestic workers—such as tending to family members during trips and caring for the elderly or the infirm—necessari- ly involves the disciplining and training of their comportment, affect and sense of self ” (129) and makes Islamic practices easier to absorb as well. Chapter 6 is a foray into the da'wah movement classroom. Like Mahmood’s Politics of Piety, Ahmad shows how the teachers and students use the space to create “intertwining stories” of patience in the face of hardship and the eventual rewards that come from this ethical re-fashioning, which mirror their own hardships as converts and help them deal with the dilemmas of being female migrant and domestic workers. The chapter ends with a sense of uncertainty, returning to the themes of temporality and suspension that began the book. Ahmad can’t say whether the conversions will remain fixed pieces or will bend and move with the women as their circumstances change. In the epilogue, Ahmad follows the “ongoing conversions” of her inter- locutors as some of them return home as Muslims and encounter new chal- lenges. As a book that focuses on the everyday, it is fitting to end on a new day and possibly, a new conversion. The strength of Ahmad’s ethnography is in giving center-stage to the considerable creativity and diligence mi- grant women show in piecing together their own conversions. This piecing together is perfectly captured by the book’s cover, which features Azra Ak- samija’s “Flocking Mosque”. The structure of a flower illustrates how believ- ers form a circular and geometric shape when gathered in devotion to God. Like Aksamija’s patterns, which build into a circular design, Ahmad’s chap- ters each represent a key piece of the story of migrant domestic workers’ conversion to Islam as a gradual process that blends nations, households, and individuals together to create a narrative about the women’s newfound faith. Scholars should read this book for its textured and detailed observa- tions about migrant women’s daily lives and for its treatment of religious conversion as a gradual process that unfolds in the everyday experiences of individuals. It would also be a great book for students as theory takes a back seat to the ethnography. The book is a refreshing, graceful approach to the subject of religious conversion and Islamic faith. Ahmad stays focused on telling her interlocutors’ stories while navigating often conflicting posi- tions. Rehenuma AsmiAssistant Professor of Education and International StudiesAllegheny College

There is a tendency in academic literature to compare and contrast reli- gions to try to understand the motivations of the convert. What are the costs and benefits of conversion? What is gained and what is lost? Thinking in these utilitarian terms can lead to a focus on causality and materiality, rather than the metaphysical and ephemeral aspects of religious thought and practice. Furthermore, religious conversion to Islam is often mired in the same prejudices and stereotypes of the orient found in western and predominantly Judeo-Christian depictions of the Middle East, the region that Islam is most often associated with. In Everyday Conversions: Islam, Domestic Work, and South Asian Migrant Women in Kuwait, Attiya Ahmad moves away from the emphasis on what distinguishes religious traditions and discursive communities to focus on what religious conversion means to the individual convert. Ahmad seeks to counter the notion that conver- sion must have some material benefit to the convert and instead looks at the quotidian character of religious transformation. Ahmad argues in her eth- nographic work that conversion can be understood through the minutiae of daily interactions, conversations, and affections that develop over time. She follows the lives of migrant domestic workers in the Gulf and their relationships with their employers as well as their own families over the course of their conversions and argues that it is neither the strength of the da'wa movement in Kuwait, nor the benefits gained by conversion to the employee/employer relationship that effectively describes the reason the women convert (although Ahmad is admittedly not looking for causality). Instead, Ahmad writes: “I have sought to tell a more modest and mundane set of stories that convey moments of slippage, tension and traces of feel- ings, thoughts and impressions of everyday conversion” (194). The strengths of Ahmad’s ethnography lie in its attention to detail and equanimity in representing the challenges of migration and domestic labor. Ahmad is careful not to create victims, nor inflate the value of the women’s migration and conversion to their economic or personal well-being. In this approach, there are hints of Lila Abu-Lughod’s and Saba Mahmood’s work with women who appear to be in marginal or precarious positions. Like these feminist ethnographers, Ahmad is attuned to the ethics and politics of representation, but with an eye towards transnational and cultural stud- ies. In its theoretical framing, the ethnography calls to mind the work of Michel DeCerteau in The Practice of Everyday Life, which rejects theories of production to focus on the consumer. Furthermore, by placing conversion in light of transnational migration, Ahmad also shows how the individu- al convert navigates her conversion through the complex nexus of Kuwait City as well as her own home town. Thus, the individual convert as artist of her own conversion is the primary subject of Ahmad’s book. My one cri- tique of the book would be in the area of theory, where Ahmad is hesitant to challenge others who have written on the subject of Islamic religious faith and practice, despite the theoretical weight evident in her ethnography. In the introduction, Ahmad begins with Talal Asad and Saba Mah- mood’s seminal arguments in the field of anthropology of Islam, which she argues “relativize and provincialize secular modern understandings of sub- jectivity, agency and embodied practice” (9). She distinguishes her work from Asad and Mahmood’s by utilizing a transnational feminist framework that highlights the process of “mutual constitution and self-constituting othering, as well as sociohistorical circumstances” (10). Ahmad wants to go beyond discursive narratives of secular liberalism and the Islamic piety movement. Specifically, Ahmad follows the approach of Eve Sedgewick, who eschews Judith Butler’s “strong theory” in exchange for an approach that looks at factors that “lie alongside” gender performativity (23). Ahmad does this by showing “how religious conversion also constitutes a complex site of interrelation through which religious traditions are configured and reconfigured together” (24). Instead of showing conflict or contrasting discursive traditions, Ahmad contends that the best way to understand the lives and stories of her interlocutors are in the quotidian affairs of the households they work and live in. She divides the chapters into the affec- tive experiences the women have as a result of their migration experiences, which in turn spur their conversions. Chapters one and two cover the political and geographic terrain that the women must cut across, which produces an overwhelming feeling of being neither here nor there, but temporarily suspended between states, households, and religions. Chapter one paints a somewhat grim picture of the politically precarious position of migrant women within the kefala sys- tem, labor laws, and bans on migrations often creating impossible condi- tions for migrant woman. Chapter two sets out to “discern, document and describe” (66) the migratory experience and why it produces uncertainty about one’s place in the world. It follows the women back and forth between Kuwait and their home countries, emphasizing the socio-historical context that requires a transnational feminist framework. The four women that Ah- mad follows throughout the book share their migratory journeys and their sense of “suspension” between two households. This chapter segues neatly into chapter three, where the women share how being a female migrant and domestic laborer requires knowledge of cross-cultural norms regarding gender, all of which require the women to be naram, “a gendered, learned capability of being malleable that indexes proper womanhood” (122). In their own eyes, a successful domestic worker from South Asia bends to the norms of the society they are in, and they attribute male and female migrant failure to being too sakht, or hard and unyielding. Here, I would have liked a stronger connection between how she describes naram and how Mahmood describes malaka. Does being naram lay the groundwork for women’s conversion to Islam, a religion which requires the ability to engage in rituals entailing patience, modesty, and steadfastness? Ahmed hints at this connection in the conclusion to the chapter—“Being naram resonates with the fluid, flexible student-centered pedagogies of Kuwait’s Islamic dawa movement, thus facilitating domestic worker’s deepening learning of Islamic precepts and practices” (123)—but she could have spent more time discussing the overlap in the concepts in either chapter three or five, where she discusses the da'wah movement. Chapters four and five deal directly with questions of religious thought and practice and illustrate how the women grapple with Islamic practices in the household as their relationships with their employers deepen. Chapter five is about the household and the everyday conversations or “house talk” that Ahmad argues are the touchstones for the women’s conversion. The daily relations in the household make blending and layering practices of Is- lam onto older traditions and rituals seem easy and natural. Ahmad argues that “the work undertaken by domestic workers—such as tending to family members during trips and caring for the elderly or the infirm—necessari- ly involves the disciplining and training of their comportment, affect and sense of self ” (129) and makes Islamic practices easier to absorb as well. Chapter 6 is a foray into the da'wah movement classroom. Like Mahmood’s Politics of Piety, Ahmad shows how the teachers and students use the space to create “intertwining stories” of patience in the face of hardship and the eventual rewards that come from this ethical re-fashioning, which mirror their own hardships as converts and help them deal with the dilemmas of being female migrant and domestic workers. The chapter ends with a sense of uncertainty, returning to the themes of temporality and suspension that began the book. Ahmad can’t say whether the conversions will remain fixed pieces or will bend and move with the women as their circumstances change. In the epilogue, Ahmad follows the “ongoing conversions” of her inter- locutors as some of them return home as Muslims and encounter new chal- lenges. As a book that focuses on the everyday, it is fitting to end on a new day and possibly, a new conversion. The strength of Ahmad’s ethnography is in giving center-stage to the considerable creativity and diligence mi- grant women show in piecing together their own conversions. This piecing together is perfectly captured by the book’s cover, which features Azra Ak- samija’s “Flocking Mosque”. The structure of a flower illustrates how believ- ers form a circular and geometric shape when gathered in devotion to God. Like Aksamija’s patterns, which build into a circular design, Ahmad’s chap- ters each represent a key piece of the story of migrant domestic workers’ conversion to Islam as a gradual process that blends nations, households, and individuals together to create a narrative about the women’s newfound faith. Scholars should read this book for its textured and detailed observa- tions about migrant women’s daily lives and for its treatment of religious conversion as a gradual process that unfolds in the everyday experiences of individuals. It would also be a great book for students as theory takes a back seat to the ethnography. The book is a refreshing, graceful approach to the subject of religious conversion and Islamic faith. Ahmad stays focused on telling her interlocutors’ stories while navigating often conflicting posi- tions. Rehenuma AsmiAssistant Professor of Education and International StudiesAllegheny College

Disintermediation - the process of removing superfluous agents in a transaction chain - has been a major promise of e-commerce. Disintermediation offers the benefits of lowering prices to consumers and a better information-feedback loop between producers and consumers. In this paper, I propose a systematic model of disintermediation in the recorded-music business. Were such a model successful and tied to digital distribution, prices to consumers would fall considerably, artist compensation would rise, online piracy would drop, and the information-feedback loops necessary for signaling consumer tastes back to artists would become far more efficient as information asymmetries were mitigated. Such a model would leverage recommender systems as a way to determine consumer choices beyond the use of simple sales figures.

This article examines the use of PR technologies in the context of art and culture. Focusing on the Ukrainian experience, the purpose of the research is to unveil the dynamics of interaction between PR strategies and the promotion of a vocal artist. The research methodology is based on the principles of a systemic approach and content analysis, as well as fundamental tenets of the theory and history of PR technologies in the cultural and artistic sphere. Employing a research-oriented approach, a comprehensive literature review was conducted, encompassing both domestic and international sources. The research underscores the significance of effective PR tactics in the development and promotion of art projects, particularly within the Ukrainian cultural arena. The scientific novelty of this research lies in the first attempt within Ukrainian art studies to organise approaches to PR technology usage and create an algorithm within the context of vocalist promotion. Conclusions. The multifaceted role of PR technologies in shaping the image of a vocalist, their perception by the public, support, engagement, and ensuring sustained artistic influence has been revealed. It is determined that the promotion of an artist takes place on two intersecting planes: within the audience realm and the entertainment industry system. It is emphasised that among the traditional main marketing goals of the music showbiz are the maximisation of both qualitative and quantitative indicators of the artist's popularity, the enlargement of the target audience, and the enhancement of project quality. The study has identified that the social effect of the promotion process is manifested in elevating the initial social value and significance of the musical product in mass consumer consciousness, improving the performer's stage image in front of audiences, and increasing the growth of music product sales. Keywords: PR technologies, PR strategies, vocal artist promotion, social effect.

This report will take a brief look at socio-economic relation between porcelain painting artists, producers and consumers. The author will be drawing from the author’s experience gained in the visiting and resident time in more than 10 European porcelain factories, collaboration with Art universities, leading the Porcelain painting workshops at International Art Teacher and Porcelain Painting Symposia in Latvia and abroad. Personal experience and studying of International Porcelain painters organization home pages and over 100 china painters websites made it possible to analyze and compare the possibility of vocational training, the artist's creative career opportunities, professional literature and the membership in the professional organizations and institutions. Porcelain painting art is ceramic technology – based result of individual creativity. The socio-economic relation interaction between artist, producer and consumer marked historically important stages of development of the porcelain painting art. The education plays the crucial importance on the social integration processes of artist. The professional stratification and integration process realizes in the there distinct and isolated groups of porcelain painters – 1. An artists integrated in the porcelain industry. 2. An artists integrated in the ceramic art structures. 3. Artists integrated in the china painters organized structures. Balance between self-expression needs and material needs of the individual artist inability to self-realization problems. Internal needs depended on the artist as creative personality viability in porcelain factory. The opportunity to create personal studio contribute to the development of porcelain painting art, but the artist does not guarantee the competitiveness of the market and material support to the existence. The need to ensure the existence powered of professional socialization processes that result in porcelain painting artists replace existing or fit into other professional and public bodies. Latvia has its own tradition of porcelain art and great artists, but their creative potential sales opportunities in today's socio-economic conditions have not been investigated. In Latvia no more exist first group – in porcelain industry integrated artists, because porcelain industry no more existed. The third group, have not developed because the Latvian artists are not integrated into the International World China Painters organizations. In Latvia Porcelain painting as a hobby art are not very popular, so the knowledge and skills of porcelain painting is not yet a product of the request. The author reveals the socio-economic stratification of professional interaction – induced effects on an artist's creative performance and points to the social background to create a typology of porcelain painting art objects.

When considered as an artistic process, art questions the art problematism of the audience in the place of consumer, where the boundaries between art and real life are blurred, and the connection between them through the work of art. Art forms the precursors of fictions where the distant and uncertain relationship between the work and the audience is centered on mutual communication with new artistic approaches as an intervener/participant in artistic practice. In the first quarter of the 20th century, it is realized that the audience should be included in the work in order to remove the boundaries in the formative process of the work of art by taking an opposing attitude on the strict boundaries of the artist and the art work. As a matter of fact, the process that started with avantgarde formations in the early 1900s completely changed the nature of the relationship between the art work and the audience with the artistic practices of the 1960s. In the 1990s, the increasingly widespread audience-oriented participatory art practices initiated a period in which the audience was interactively involved in the performance and evolved into relationality with new approaches with active participation. In this direction, while the changing art practices in the historical process of Performance Art have evolved into new trends, placing the audience in a participatory/active position, the formation of relational-oriented new expressions will be examined in the context of relational aesthetics, the roles of artist-art work-audience interaction and new artistic understanding and formations. The idea of “togetherness” realized by participatory art according to the changing roles and practices of the audience creates a state of collective consciousness by providing an environment of socialization. Within the scope of the research, by reviewing the literature, document analysis was used as a data collection technique. In the light of the collected data, the relationality dimension of participatory art practices and the similarities, distinctions, interactions, and connections between concepts and subjects were tried to be clarified between these art formations. As a result of the research, it is seen that performance art provides a multi-disciplinary environment where the audience participates in the artistic production process, interacts and actively participates in contrast to modern art movements. Keywords: Relational art, viewer and participator, performance art, relationality

In modern realities, the degree of culture dependence on economic factors is consistently high. It is confirmed by the art world that is more and more oriented towards the global art market, which sphere of interest is commerce that moreover envisages the establishment of communication and regulation of the relationship “artist-consumer / recipient”. Consequently, the art market (despite the differences in the logic of art dealings: the art market considers it as the means of profit making; criticism tends to clarify the artistic value according to the time period) has functions identical to artistic criticism, in particular, sociocultural and regulatory. They provide for / support the formation of the artistic expression value, its actualization and functioning in the cultural sphere of our time and, as a result, interest and the formation of demand for certain art practices and names. In addition, art criticism and the contemporary art market have a certain influence on the artists themselves: judgments of art criticism, the demand for some art practices and names in the art market are to particular extent guides for authors (those who do not exclude themselves from the art market), factors of influence on further transformations in their creative activity. These circumstances, firstly, allow us to consider the art market not only in the economic field (as an economic category), but also as an interdisciplinary phenomenon of great importance for culture; secondly, it rises the practical value of exploring the interaction issue of these institutions / subjects of the cultural process (art market and art criticism), the degree of their interdependence and disclosure, dictated by the art market changes in the art criticism activities, which will determine the role of the art market and art criticism in sociocultural field. It is necessary to note that the main trends in the development of art criticism in the context of the contemporary art market are its growing dependence on commercial factors, marketing, the significant decrease in serious non-biased materials expressing the independence of their authors’ views (detailed analysis and professional interpretation of the artistic processes). This niche is being actively filled by amateur publications, information genres and advertising materials. The depicted situation creates the preconditions for providing a significant role in the artists’ selection and attraction to the commercial sphere, and, finally, for the public opinion formation to the art business representatives; dominance in the news field of information highlighted from the favourable perspective for the main players of the art market, which satisfies their interests in their own promotion and contributes to their hegemony in the art space. This situation is caused, among others, by the lack of financial independence of the art criticism in Kyiv and it lack of demand at the national art market.

Purpose This study aims to determine the influence of relationship marketing on consumer behavior in the fine arts sector. Specifically, it examines the relationship marketing dynamics that significantly impact art enthusiasts' intention to purchase and their satisfaction with the artist. Design/methodology/approach The proposed model was tested through the “structural equation modeling” technique to explain how and to what extent each variable affected purchase intention and satisfaction. Using a paper-based and online survey method to gather data, the authors analyzed 303 responses from art students, art collectors and art dealers in Mongolia. Eight hypotheses, including two mediating hypotheses, were developed and tested. Findings The results indicated that relationship investment and communication significantly influence trust, satisfaction and purchase intention, while trust significantly influences satisfaction and purchase intention. The study also assessed the vital role of trust as a mediator. Practical implications The study's results provide insights that may help artists, art collectors and art dealers promote and improve the sales of their art products. The interactions demonstrated between the construct reveal essential implications for art marketers interested in relationship marketing strategies. Originality/value This study is the first to explore the application of relationship marketing in the fine arts industry.

Images 1-6: Photographs by Rachelle Viader Knowles (2012)This article discusses the cross-cultural, augmented artwork Parallel Worlds, Intersecting Moments (2012) by Rachelle Viader Knowles and Judy Anderson, that premiered at the First Nations University of Canada Gallery in Regina, on 2 March 2012, as part of a group exhibition entitled Critical Faculties. The work consists of two elements: wall pieces with black and white Quick Response (QR) codes created using traditional beading and framed within red Stroud cloth; and a series of videos, accessible via scanning the beaded QR codes. The videos feature Aboriginal and non-Aboriginal people from Saskatchewan, Canada telling stories about their own personal experiences with new technologies. A QR code is a matrix barcode made up of black square modules on a white square in a grid pattern that is optically machine-readable. Performance artist and scholar Rebecca Caines was invited by the artists to participate in the work as a subject in one of the videos. She attended the opening and observed how audiences improvised and interacted with the work. Caines then went on to initiate this collaborative writing project. Like the artwork it analyzes, this writing documents a series of curated experiences and conversations. This article includes excerpts of artist statements, descriptions of artists’s process and audience observation, and new sections of collaborative critical writing, woven together to explore the different augmented elements of the artwork and the results of this augmentation. These conversations and responses explore the cross-cultural processes that led to the work’s creation, and describe the results of the technological and social disruptions and slippages that occurred in the development phase and in the gallery as observers and artists improvised with the augmentation technology, and with each other. The article includes detail on the augmented art practices of storytelling, augmented reality (AR), and traditional beading, that collided and mutated during this project, exploring the tension and opportunity inherent in the human impulse to augment. Storytelling through Augmented Art Practices: The Creation of the WorkJUDY ANDERSON: I am a Plains Cree artist from the Gordon’s First Nation, which is located in Saskatchewan, Canada. As a Professor of Indian Fine Arts at the First Nations University of Canada, I research and continue to learn about traditional art making using traditional materials creating primarily beaded pieces such as medicine bags and drum sticks. Of particular interest to me, however, is how such traditional practices manifest in contemporary Aboriginal art. In this regard I have been greatly influenced by my colleague and friend, artist Ruth Cuthand, and specifically her Trading series, which reframed my thinking about beadwork (Art Placement), and later by the work of artists like Nadia Myer, and KC Adams (Myer; KC Adams). Cuthand’s incredibly successful series taught me that beadwork does not only beautify and “augment” our world, but it has the power to bring to the forefront important issues regarding Aboriginal people. As a result, I began to work on my own ideas on how to create beadworks that spoke to both traditional and contemporary thoughts.RACHELLE VIADER KNOWLES: At the time we started developing this project, we were both working in leadership roles in our respective Departments; Judy as Coordinator of Indian Fine Arts at First Nations University, and myself as Head of Visual Arts at the University of Regina. We began discussing ways that we could create more interconnection between our faculty members and students. At the centre of both our practices was a dialogic method of back and forth negotiation and compromise. JA: Rachelle had the idea that we should bead QR codes and make videos for the upcoming First Nations and University of Regina joint faculty exhibition. Over the 2011 Christmas holiday we visited each other’s homes, beaded together, and found out about each other’s lives by telling stories of the things we’ve experienced. I felt it was very important that our QR codes were not beaded in the exact same manner; Rachelle built up hers through a series of straight lines, whereas mine was beaded with a circle around the square QR code, which reflected the importance of the circle in my Cree belief system. It was important for me to show that even though we, Aboriginal and non-Aboriginal people, have similar experiences, we often have a different approach or way of thinking about similar things. I also suggested we frame the black and white beaded QR codes with bright red Stroud cloth, a heavy wool cloth originating in the UK that has been used in North America as trade cloth since the 1680s, and has become a significant part of First Nations fabric traditions.Since we were approaching this piece as a cross-cultural one, I chose the number seven for the amount of stories we would create because it is a sacred number in my own Plains Cree spiritual teachings. As such, we brought together seven pairs of people, including ourselves. The participants were drawn from family and friends from reserves and communities around Saskatchewan, including the city of Regina, as well as colleagues and students from the two university campuses. There were a number of different age ranges and socioeconomic backgrounds represented. We came together to tell stories about our experiences with technology, a common cross-cultural experience that seemed appropriate to the work.RVK: As the process of making the beadworks unfolded however, what became apparent to me was the sheer amount of hours it takes to create a piece of “augmentation” through beading, and the deeply social nature of the activity. We also worked together on the videos for the AR part of the artwork. Each participant in the videos was asked to write a short text about some aspect of their relationship to technology and communications. We took the short stories, arranged them into pairs, and used them to write short scripts. We then invited each pair to perform the scripts together on camera in my studio. The stories were really broad ranging. My own was a reflection of the profound discomfort of finding a blog where a man I was dating was publishing the story of our relationship as it unfolded. Other stories covered the loss of no longer being able to play the computer games from teenage years, first encounters with new technologies and social networks, secret admirers, and crank calls to emergency services. The storytelling and dialogue between us as we shared our practices became an important, but unseen layer of this “dialogical” work (Kester).REBECCA CAINES: I came along to Rachelle’s studio at the university to be a participant in a video for the piece. My co-performer was a young woman called Nova Lee. We laughed and chatted and talked and sat knee-to-knee together to film our stories about technology, both of us focusing on different types of Internet relationships. We were asked to read one line of our story at a time, interweaving together our poem of experience. Afterwards I asked her where her name was from. She told me it was from a song. She found the song on YouTube on Rachelle’s computer in the studio and played it for us. Here is a sample of the lyrics: I told my daddy I'd found a girlWho meant the world to meAnd tomorrow I'd ask the Indian chiefFor the hand of Nova LeeDad's trembling lips spoke softlyAs he told me of my life twangs then he said I could never takeThis maiden for my wifeSon, the white man and Indians were fighting when you were bornAnd a brave called Yellow Sun scalped my little boySo I stole you to get even for what he'd doneThough you're a full-blooded Indian, son I love you as much as my own little fellow that's deadAnd, son, Nova Lee is your sisterAnd that's why I've always saidSon, don't go near the IndiansPlease stay awaySon, don't go near the IndiansPlease do what I say— Rex Allen. “Don’t Go Near the Indians.” 1962. Judy explained to Rachelle and I that this was a common history of displacement in Canada, people taken away, falling in love with their relatives without knowing, perhaps sensing a connection, always longing for a home (Campbell). I thought, “What a weight for this young woman to bear, this name, this history.” Other participants also learnt about each other this way through the sharing of stories. Many had come to Canada from other places, each with different cultural and colonial resonances. Through these moments of working together, new understandings formed that deeply affected the participants. In this way, layers of storytelling form the heart of this work.JA: Storytelling holds an incredibly special place in Aboriginal people’s lives; through them we learned the laws, rules, and regulations that governed our behaviour as individuals, within our family, our communities, and our nations. These stories included histories (personal and communal), sacred teachings, the way the world used to be, creation stories, medicine stories, stories regarding the seasons and animals, and stories that defined our relationship with the environment, etc. The stories we asked for not only showed that we as Aboriginal and non-Aboriginal people have the same experiences, but also work in the way that a traditional story would. For example, Rachelle’s story taught a good lesson about how it is important to learn about the individual you are dating—had she not, her whole life could have been laid out to any who may have come across that man’s blog. My story spoke to the need to look up and observe what is around you instead of being engrossed in your own little world, because you don’t know who could be lifting your information. They all showed a common interest in sharing information, and laughing at mistakes and life lessons.Augmented Storytelling and Augmented RealityRC: This work relies on the augmented reality (AR) qualities of the QR code. Pavlik and Bridges suggest AR, even through relatively limited tools like a QR code, can have a significant impact on storytelling practices: “AR enriches an individual’s experience with the real world … Stories are put in a local context and act as a supplement to a citizen’s direct experience with the world” (Pavlik and Bridges 21). Their research shows that AR technologies like QR codes brings the story to life in a three dimensional and interactive form that allows the user a level of participation impossible in traditional, analogue media. They emphasize the different viewing possible in AR storytelling as: The new media storytelling model is nonlinear. The storyteller conceptualizes the audience member not as a consumer of the story engaged in a third-person narrative, but rather as a participant engaged in a first-person narrative. The storyteller invites the participant to explore the story in a variety of ways, perhaps beginning in the middle, moving across time, or space, or by topic. (Pavlik and Bridges 22) In their case studies, Pavlik and Bridges show AR has the “potential to become a viable storytelling format with a diverse range of options that engage citizens through sight, sound, or haptic experiences… to produce participatory, immersive, and community-based stories” (Pavlik and Bridges 39). The personal stories in this artwork were remediated a number of different ways. They were written down, then separated into one-line fragments, interwoven with our partners, and re-read again and again for the camera, before being edited and processed. Marked by the artists clearly as ‘Aboriginal’ and ‘non Aboriginal’ and placed alongside works featuring traditional beading, these stories were marked and re-inscribed by complex and fragmented histories of indigenous and non-indigenous relations in Canada. This history was emphasized as the QR codes were also physically located in the First Nations University of Canada, a unique indigenous space.To view this artwork in its entirety, therefore, two camera-enabled and internet-capable mobile devices were required to be used simultaneously. Due to the way they were accessed and played back through augmented reality technologies, stories in the gallery were experienced in nonlinear fashions, started part way through, left before completion, or not in sync with the partner they were designed to work with. The audience experimented with the video content, stopping and starting it to produce new combinations of words and images. This experience was also affected by chance as the video files online were on a cycle, after a set period of time, the scan would suddenly produce a new story. These augmented stories were recreated and reshaped by participants in dialogue with the space, and with each other. Augmented Stories and Improvised CommunitiesRC: In her 1997 study of the reception of new media art in galleries, Beryl Graham surveys the types of audience interaction common to new media art practices like AR art. She “reveals patterns of use of interactive artworks including the relation of use-time to gender, aspects of intimidation, and social interaction.” In particular, she observes “a high frequency of collective use of artworks, even when the artworks are designed to be used by one person” (Graham 2). What Graham describes as “collective” and “social,” I see as a type of improvisation engaging with difference, differences between audience members, and differences between human participants and the alien nature of sophisticated, interactive technologies. Improvisation “embodies real-time creative decision-making, risk-taking, and collaboration” (Heble). In the improvisatory act, participants participate in active listening in order to work with different voices, experiences, and practices, but share a common focus in the creative endeavour. Notions such as “the unexpected” or “the mistake” are constantly reconfigured into productive material. However, as leading improvisation studies scholar Ajay Heble suggests, “improvisation must be considered not simply as a musical or creative form, but as a complex social phenomenon that mediates transcultural inter-artistic exchanges that produce new conceptions of identity, community, history, and the body” (Heble). I watched at the opening as audience members in Parallel Worlds, Intersecting Moments paired up, successfully or unsuccessfully attempted to scan the code and download the video, and physically wrapped themselves around their partner (often a stranger) in order to hear the quiet audio in the loud gallery. The audience began to help each other through the process, to improvise together. The QR code was not always a familiar or comfortable object. The audience often had to install a QR code reader application onto their own device first, and then proceed to try to get the reader to work. Underfunded university Wi-Fi connections dropped, Apple ID logins failed, devices stalled. There were sudden loud cries when somebody successfully scanned their half of the work, and then rushes and scrambles as small groups of people attempted to sync their videos to start at the same time. The louder the gallery got, the closer the pairs had to stand to each other to hear the video through the device’s tiny speakers. Many people looked over someone else’s shoulder without their knowledge. Sometimes people were too close for comfort and behavior was negotiated and adapted. Sometimes, the pairs gave up trying; sometimes they borrowed each other’s devices, sometimes their phone or tablet was incompatible. Difference created new improvisations, or introduced sudden stops or diversions in the activities taking place. The theme of the work was strengthened every time an improvised negotiation took place, every time the technology faltered or succeeded, every time a digital or physical interaction was attempted. Through the combination of augmented bead practices used in an innovative way, and augmented technology with new audiences, new types of improvisatory responses could take place.Initially I found it difficult to not simplify and stereotype the processes taking place, to read it as a metaphor of the differing access to resources and training in Aboriginal and non-Aboriginal communities, a clear example of the ways technology-use marks wealth and status. As I moved through the space, caught up in dialogic, improvisatory encounters, cross-cultural experiences broke down, but did not completely erase, these initial markers of difference. Instead, layers of interaction and information began to be placed over the Aboriginal and non-Aboriginal identities in the gallery. My own assumptions were placed under pressure as I interacted with the artists and the other participants in the space. My identity as a relative newcomer to Saskatchewan was slowly augmented by the stories and experiences I shared and heard, and the audience members shifted back and forth between being experts in the aspects of the stories and technologies that were familiar, and asking for help to translate and activate the stories and processes that were alien.Augmented Art PracticesJA: There is an old saying, “if it doesn’t move, bead it.” I think that this desire to augment with the decorative is handed down through traditional thoughts and beliefs regarding clothing. Once nomadic we did not accumulate many goods, as a result, the goods we did keep were beautified though artistic practices including quilling and eventually beadwork (painting too). And our clothing was thought of as spiritual because it did the important act of protecting us from the elements, therefore it was thought of as sacred. To beautify the clothing was to honour your spirit while at the same time it honoured the animal that had given its life to protect you (Berlo and Phillips). I think that this belief naturally grew to include any item, after all, there is nothing like an object or piece of clothing that is beaded well—no one can resist it. There is, however, a belief that humans should not try to mimic perfection, which is reserved for the Creator and in many cases a beader will deliberately put a bead out of place.RC: When new media produces unexpected results, or as Rachelle says, when pixels “go out of place”, it can be seen as a sign that humans are (deliberately or accidently) failing to use the digital technology in the way it was intended. In Parallel Worlds, Intersecting Moments the theme of cross cultural encounters and technological communication was only enhanced by these moments of displacement and slippage and the improvisatory responses that took place. The artists could not predict the degree of slippage that would occur, but from their catalogue texts and the conversations above, it is clear that collective negotiation was a desired outcome. By creating a QR code based artwork that utilized augmented art practices to create new types of storytelling, the artists allowed augmented identities to develop, slip, falter, and be reconfigured. Through the dialogic art practices of traditional beading and participatory video work, Anderson and Knowles began to build new modes of communication and knowledge sharing. I believe there could be productive relationships to be further explored between what Judy calls the First Nations “desire to bead” whilst acknowledging human fallibility; and the ways Rachelle aims to technologically-augment conversation and storytelling through contemporary AR and video practices despite, or perhaps because of the possibility of risk and disruptions when bodies and code interact. What kind of trust and reciprocity becomes possible across cultural divides when this can be acknowledged as a common human quality? How could beads and/or pixels being “out of place” expose fault lines and opportunities in these kinds of cross-cultural knowledge transfer? As Judy suggested in our conversations, such work requires active engagement from the audience in the process that does not always occur. “In those instances, does the piece fail or people fail the piece? I'm not sure.” In crossing back and forth between these different types of augmentation impulses, and by creating improvisatory, dialogic encounters in the gallery, these artists began the tentative, complex, and vital process of cultural exchange, and invited participants and audience to take this step with them and to work “across traditional and contemporary modes of production” to “use the language and process of art to speak, listen, teach and learn” (Knowles and Anderson).ReferencesAdams, K.C. “Cyborg Hybrid \'cy·borg 'hi·brid\ n.” KC Adams, n.d. 16 Nov. 2013 ‹http://www.kcadams.net/art/arttotal.html›. Allen, Rex. “Don't Go Near the Indians.” Rex Allen Sings and Tells Tales of the Golden West. Mercury, 1962. LP and CD.Anderson, Judy, and Rachelle Viader Knowles. Parallel Worlds, Intersecting Moments. First Nations University of Canada Gallery; Slate Gallery, Regina, Saskatchewan, 2012. Art Placement. “Ruth Cuthand”. Artists. Art Placement, n.d. 16 Nov. 2013 ‹http://www.artplacement.com/gallery/artists.php›.Berlo, Janet Catherine, and Ruth B. Phillips. Native North American Art. Oxford: Oxford University Press, 1998. Campbell, Maria. Stories of the Road Allowance People. Penticton, B.C.: Theytus Books, 1995. Critical Faculties. Regina: University of Regina and First Nations University of Canada, 2012. Graham, Beryl C.E. “A Study of Audience Relationships with Interactive Computer-Based Visual Artworks in Gallery Settings, through Observation, Art Practice, and Curation”. Dissertation. University of Sunderland, 1997. Heble, Ajay. “About ICASP.” Improvisation, Community, and Social Practice. University of Guelph; Social Sciences Humanities Research Council of Canada, n.d. 16 Nov. 2011 ‹http://www.improvcommunity.ca/›.Kester, Grant. Conversation Pieces: Community and Communication in Modern Art. Berkeley: University of California Press, 2004. Knowles, Rachelle Viader. Rachelle Viader Knowles, n.d. 16 Nov. 2013 ‹http://uregina.ca/rvk›.Myre, Nadia. Nadia Myre. 16 Nov. 2013 ‹http://nadiamyre.com/NadiaMyre/home.html›. Pavlik, John G., and Frank Bridges. “The Emergence of Augmented Reality (AR) as a Storytelling Medium in Journalism.” Journalism & Communication Monographs 15.4 (2013): 4-59.

Introduction Automated or semi-automated software agents, better known as bots, have become an integral part of social media platforms. Reportedly, bots now generate twenty-four per cent of all posts on Twitter (Orlean “Man”), yet we know very little about who these bots are, what they do, or how to attend to these bots. This article examines one particular prominent exemplar: @Horse_ebooks, a much beloved Twitter bot that turned out not to be a “proper” bot after all. By examining how people responded to the revelations that the @Horse_ebooks account was in fact a human and not an automated software program, the intention here is not only to nuance some of the more common discourses around Twitter bots as spam, but more directly and significantly, to use the concept of persona as a useful analytical framework for understanding the relationships people forge with bots. Twitter bots tend to be portrayed as annoying parasites that generate “fake traffic” and “steal identities” (Hill; Love; Perlroth; Slotkin). According to such news media presentations, bots are part of an “ethically-questionable industry,” where they operate to provide an (false) impression of popularity (Hill). In a similar vein, much of the existing academic research on bots, especially from a computer science standpoint, tends to focus on the destructive nature of bots in an attempt to design better spam detection systems (Laboreiro et.al; Weiss and Tscheligi; Zangerle and Specht). While some notable exceptions exist (Gehl; Hwang et al; Mowbray), there is still an obvious lack of research on Twitter bots within Media Studies. By examining a case of “bot fakeness”—albeit in a somewhat different manner—this article contributes an understanding of Twitter bots as medium-specific personas. The case of @Horse_ebooks does show how people treat it as having a distinct personality. More importantly, this case study shows how the relationship people forge with an alleged bot differs from how they would relate to a human. To understand the ambiguity of the concept of persona as it applies to bots, this article relies on para-social interaction theory as developed by Horton and Wohl. In their seminal article first published in 1956, Horton and Wohl understood para-social interaction as a “simulacrum of conversational give and take” that takes place particularly between mass media users and performers (215). The relationship was termed para-social because, despite of the nonreciprocal exposure situation, the viewer would feel as if the relationship was real and intimate. Like theater, an illusory relationship would be created between what they called the persona—an “indigenous figure” presented and created by the mass media—and the viewer (Horton and Wohl 216). Like the “new types of performers” created by the mass media—”the quizmasters, announcers or ‘interviewers’” —bots too, seem to represent a “special category of ‘personalities’ whose existence is a function of the media themselves” (Horton and Wohl 216). In what follows, I revisit the concept of para-social interaction using the case of @Horse_ebooks, to show that there is potential to expand an understanding of persona to include non-human actors as well. Everything Happens So Much: The Case of @Horse_ebooks The case of the now debunked Twitter account @Horse_ebooks is interesting for a number of reasons, not least because it highlights the presence of what we might call botness, the belief that bots possess distinct personalities or personas that are specific to algorithms. In the context of Twitter, bots are pieces of software or scripts that are designed to automatically or semi-automatically publish tweets or make and accept friend requests (Mowbray). Typically, bots are programmed and designed to be as humanlike as possible, a goal that has been pursued ever since Alan Turing proposed what has now become known as the Turing test (Gehl; Weiss and Tschengeli). The Turing test provides the classic challenge for artificial intelligence, namely, whether a machine can impersonate a human so convincingly that it becomes indistinguishable from an actual human. This challenge is particularly pertinent to spambots as they need to dodge the radar of increasingly complex spam filters and detection algorithms. To avoid detection, bots masquerade as “real” accounts, trying to seem as human as possible (Orlean “Man”). Not all bots, however, pretend to be humans. Bots are created for all kinds of purposes. As Mowbray points out, “many bots are designed to be informative or otherwise useful” (184). For example, bots are designed to tweet news headlines, stock market quotes, traffic information, weather forecasts, or even the hourly bell chimes from Big Ben. Others are made for more artistic purposes or simply for fun by hackers and other Internet pundits. These bots tell jokes, automatically respond to certain keywords typed by other users, or write poems (i.e. @pentametron, @ProfJocular). Amidst the growing bot population on Twitter, @Horse_ebooks is perhaps one of the best known and most prominent. The account was originally created by Russian web developer Alexey Kouznetsov and launched on 5 August 2010. In the beginning, @Horse_ebooks periodically tweeted links to an online store selling e-books, some of which were themed around horses. What most people did not know, until it was revealed to the public on 24 September 2013 (Orlean “Horse”), was that the @Horse_ebooks account had been taken over by artist and Buzzfeed employee Jacob Bakkila in September 2011. Only a year after its inception, @Horse_ebooks went from being a bot to being a human impersonating a bot impersonating a human. After making a deal with Kouznetsov, Bakkila disabled the spambot and started generating tweets on behalf of @Horse_ebooks, using found material and text strings from various obscure Internet sites. The first tweet in Bakkila’s disguise was published on 14 September 2011, saying: “You will undoubtedly look on this moment with shock and”. For the next two years, streams of similar, “strangely poetic” (Chen) tweets were published, slowly giving rise to a devoted and growing fan base. Over the years, @Horse_ebooks became somewhat of a cultural phenomenon—an Internet celebrity of sorts. By 2012, @Horse_ebooks had risen to Internet fame; becoming one of the most mentioned “spambots” in news reports and blogs (Chen). Responses to the @Horse_ebooks “Revelation” On 24 September 2013, journalist Susan Orlean published a piece in The New Yorker revealing that @Horse_ebooks was in fact “human after all” (Orlean “@Horse_ebooks”). The revelation rapidly spurred a plethora of different reactions by its followers and fans, ranging from indifference, admiration and disappointment. Some of the sadness and disappointment felt can be seen clearly in the many of media reports, blog posts and tweets that emerged after the New Yorker story was published. Meyer of The Atlantic expressed his disbelief as follows: @Horse_ebooks, reporters told us, was powered by an algorithm. [...] We loved the horse because it was the network talking to itself about us, while trying to speak to us. Our inventions, speaking—somehow sublimely—of ourselves. Our joy was even a little voyeuristic. An algorithm does not need an audience. To me, though, that disappointment is only a mark of the horse’s success. We loved @Horse_ebooks because it was seerlike, childlike. But no: There were people behind it all along. We thought we were obliging a program, a thing which needs no obliging, whereas in fact we were falling for a plan. (Original italics) People felt betrayed, indeed fooled by @Horse_ebooks. As Watson sees it, “The internet got up in arms about the revelation, mostly because it disrupted our desire to believe that there was beauty in algorithms and randomness.” Several prominent Internet pundits, developers and otherwise computationally skilled people, quickly shared their disappointment and even anger on Twitter. As Jacob Harris, a self-proclaimed @Horse_ebooks fan and news hacker at the New York Times expressed it: Harris’ comparisons to the winning chess-playing computer Deep Blue speaks to the kind of disappointment felt. It speaks to the deep fascination that people feel towards the mysteries of the machine. It speaks to the fundamental belief in the potentials of machine intelligence and to the kind of techno-optimism felt amongst many hackers and “webbies.” As technologist and academic Dan Sinker said, “If I can’t rely on a Twitter bot to actually be a bot, what can I rely on?” (Sinker “If”). Perhaps most poignantly, Sinker noted his obvious disbelief in a blog post tellingly titled “Eulogy for a horse”: It’s been said that, given enough time, a million monkeys at typewriters would eventually, randomly, type the works of Shakespeare. It’s just a way of saying that mathematically, given infinite possibilities, eventually everything will happen. But I’ve always wanted it literally to be true. I’ve wanted those little monkeys to produce something beautiful, something meaningful, and yet something wholly unexpected.@Horse_ebooks was my monkey Shakespeare. I think it was a lot of people’s…[I]t really feels hard, like a punch through everything I thought I knew. (Sinker “Eulogy”) It is one thing is to be fooled by a human and quite another to be fooled by a “Buzzfeed employee.” More than anything perhaps, the question of authenticity and trustworthiness seems to be at stake. In this sense, “It wasn’t the identities of the feed’s writers that shocked everyone (though one of the two writers works for BuzzFeed, which really pissed people off). Rather, it was the fact that they were human in the first place” (Farago). As Sinker put it at the end of the “Eulogy”: I want to believe this wasn’t just yet another internet buzz-marketing prank.I want to believe that @Horse was as beautiful and wonderful today as it was yesterday.I want to believe that beauty can be assembled from the randomness of life all around us.I want to believe that a million monkeys can make something amazingGod.I really, really do want to believe.But I don’t think I do.And that feels even worse. Bots as Personae: Revisiting Horton and Wohl’s Concept of Para-Social Relations How then are we to understand and interpret @Horse_ebooks and peoples’ responses to the revelations? Existing research on human-robot relations suggest that machines are routinely treated as having personalities (Turkle “Life”). There is even evidence to suggest that people often imagine relationships with (sufficiently responsive) robots as being better than relationships with humans. As Turkle explains, this is because relationships with machines, unlike humans, do not demand any ethical commitments (Turkle “Alone”). In other words, bots are oftentimes read and perceived as personas, with which people forge affective relationships. The term “persona” can be understood as a performance of personhood. In a Goffmanian sense, this performance describes how human beings enact roles and present themselves in public (Goffman). As Moore puts it, “the persona is a projection, a puppet show, usually constructed by an author and enlivened by the performance, interpretation, or adaptation”. From Marcel Mauss’ classic analysis of gifts as objects thoroughly personified (Scott), through to the study of drag queens (Stru¨bel-Scheiner), the concept of persona signifies a masquerade, a performance. As a useful concept to theorise the performance and doing of personhood, persona has been used to study everything from celebrity culture (Marshall), fiction, and social networking sites (Zhao et al.). The concept also figures prominently in Human Computer Interaction and Usability Studies where the creation of personas constitutes an important design methodology (Dong et al.). Furthermore, as Marshall points out, persona figures prominently in Jungian psychoanalysis where it exemplifies the idea of “what a man should appear to be” (166). While all of these perspectives allow for interesting analysis of personas, here I want to draw on an understanding of persona as a medium specific condition. Specifically, I want to revisit Horton and Wohl’s classic text about para-social interaction. Despite the fact that it was written almost 60 years ago and in the context of the then emerging mass media – radio, television and movies – their observations are still relevant and useful to theorise the kinds of relations people forge with bots today. According to Horton and Wohl, the “persona offers, above all, a continuing relationship. His appearance is a regular and dependable event, to be counted on, planned for, and integrated into the routines of daily life” (216). The para-social relations between audiences and TV personas are developed over time and become more meaningful to the audience as it acquires a history. Not only are devoted TV audiences characterized by a strong belief in the character of the persona, they are also expected to “assume a sense of personal obligation to the performer” (Horton and Wohl 220). As Horton and Wohl note, “the “fan” - comes to believe that he “knows” the persona more intimately and profoundly than others do; that he “understands” his character and appreciates his values and motives (216). In a similar vein, fans of @Horse_ebooks expressed their emotional attachments in blog posts and tweets. For Sinker, @Horse_ebooks seemed to represent the kind of dependable and regular event that Horton and Wohl described: “Even today, I love @Horse_ebooks. A lot. Every day it was a gift. There were some days—thankfully not all that many—where it was the only thing I looked forward to. I know that that was true for others as well” (Sinker “Eulogy”). Judging from searching Twitter retroactively for @Horse_ebooks, the bot meant something, if not much, to other people as well. Still, almost a year after the revelations, people regularly tweet that they miss @Horse_ebooks. For example, Harris tweets messages saying things like: “I’m still bitter about @Horse_ebooks” (12 November 2013) or “Many of us are still angry and hurt about @Horse_ebooks” (27 December 2013). Twitter user @third_dystopia says he feels something is missing from his life, realizing “horse eBooks hasn’t tweeted since September.” Another of the many messages posted in retrospect similarly says: “I want @Horse_ebooks back. Ever since he went silent, Twitter hasn’t been the same for me” (Lockwood). Indeed, Marshall suggests that affect is at “the heart of a wider persona culture” (162). In a Deleuzian understanding of the term, affect refers to the “capacity to affect and be affected” (Steward 2). Borrowing from Marshall, what the @Horse_ebooks case shows is “that there are connections in our culture that are not necessarily coordinated with purposive and rational alignments. They are organised around clusters of sentiment that help situate people on various spectra of activity and engagement” (162). The concept of persona helps to understand how the performance of @Horse_ebooks depends on the audience to “contribute to the illusion by believing in it” (Horton and Wohl 220). “@Horse_ebooks was my monkey” as Sinker says, suggests a fundamental loss. In this case the para-social relation could no longer be sustained, as the illusion of being engaged in a relation with a machine was taken away. The concept of para-social relations helps not only to illuminate the similarities between how people reacted to @Horse_ebooks and the way in which Horton and Wohl described peoples’ reactions to TV personas. It also allows us to see some crucial differences between the ways in which people relate to bots compared to how they relate to a human. For example, rather than an expression of grief at the loss of a social relationship, it could be argued that the responses triggered by the @Horse_ebooks revelations was of a more general loss of belief in the promises of artificial intelligence. To a certain extent, the appeal of @Horse_ebooks was precisely the fact that it was widely believed not to be a person. Whereas TV personas demand an ethical and social commitment on the part of the audience to keep the masquerade of the performer alive, a bot “needs no obliging” (Meyer). Unlike TV personas that depend on an illusory sense of intimacy, bots do “not need an audience” (Meyer). Whether or not people treat bots in the same way as they treat TV personas, Horton and Wohl’s concept of para-social relations ultimately points towards an understanding of the bot persona as “a function of the media themselves” (Horton and Wohl 216). If quizmasters were seen as the “typical and indigenous figures” of mass media in 1956 (Horton and Wohl 216), the bot, I would suggest, constitutes such an “indigenous figure” today. The bot, if not exactly a “new type of performer” (Horton and Wohl 216), is certainly a pervasive “performer”—indeed a persona—on Twitter today. While @Horse_ebooks was somewhat paradoxically revealed as a “performance art” piece (Orlean “Man”), the concept of persona allows us to see the “real” performance of @Horse_ebooks as constituted in the doing of botness. As the responses to @Horse_ebooks show, the concept of persona is not merely tied to beliefs about “what man should appear to be” (Jung 158), but also to ideas about what a bot should appear to be. Moreover, what the curious case of @Horse_ebooks shows, is how bots are not necessarily interpreted and judged by the standards of the original Turing test, that is, how humanlike they are, but according to how well they perform as bots. 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IntroductionAs a visual artist it seems to me that the ideal relationship between government and cultural producers is a coalitional one; an “alliance for combined action of distinct parties, persons or states without permanent incorporation into one body” (Oxford English Dictionary). The word “coalition”, however, is entirely absent from the document that forms the basis of the analysis of this paper, Creating Value: An Arts and Culture Sector Policy Framework 2010-2014, from the Government of Western Australia’s Department of Culture and the Arts. Released in March 2010, Creating Value has been introduced by the DCA’s Deputy Director General Jacqui Allen as the “first arts policy in Australia to adopt a public value approach” (DCA, New Policy Framework) whereby "the Department of Culture and the Arts is charged with delivering public value to the Western Australian community through our partnership with the culture and arts sector." As indicated in Allen’s press release, this document achieves its aim of providing “clarity in [the DCA’s] relationships with the culture and arts sector”. As an artist, cultural worker, or someone generally interested in the cultural wellbeing of Australian communities it would seem timely to consider just how this new and influential policy framework envisages the specific working relationships that make up the “partnerships across the culture and arts sector, government, the public and private sector” (DCA, Creating Value 2).In this brief paper it is my intention to interrogate the idea of “coalition” in relation to the evidence provided in the DCA’s Policy Framework, Creating Value, in order to examine the extent to which this State’s involvement in culture and arts may indeed be considered coalitional. In approaching the notion of the coalitional I take the position that there are two key elements to this idea, the first being the notion of an “alliance for combined action” and the second being that the distinct parties involved are not incorporated into one body. What is difficult, at this intersection between the strategic advances of governance and the more organic development of culture, is to distinguish between levels at which the interests of both parties in a coalition or partnership are served by the alliance. As I will argue later in this paper, there is an important distinction to be made between working under temporary contract to specifications (in which one party’s design is realised through a primarily economic exchange with those providing the requisite goods and services) and the kind of negotiated relationship between means and ends that is required to support the genuine development of culture. The question is whether the artist (or other cultural producer), receiving funding to produce cultural work according to “public value” criteria, is able to develop culture or merely able to reproduce an understanding of culture given by the funding brief and assessment panel? It seems to me that significant cultural development is only possible where the public value of the outcomes of cultural production is subject to continuous negotiation and debate – surely it is in the coalitional outcomes (the alliance of distinct parties for combined action) of such discussion that a meaningful identification with culture occurs?In the following discussion around Creating Value my approach is to focus upon some aspects of the policy framework that provide particular evidence of the kind of “combined action” of government and the culture and arts sector that the DCA is proposing in this document. When seen against a more cultural understanding of the “action” of making art and the dynamic processes of producing and identifying with culture, it becomes clear why it may be considered that the DCA and many Western Australian cultural producers may not be engaged in the same project at all, let alone be in effective partnership or coalition.“Public Value” and the Specifications of Cultural ProductionEliseo Vivas observes that in the process of creatively applying symbolic order and understanding to the physical world, humanity acquires culture and an ability to better exploit the world. He also notes that in this process “of constituting the world, [human-kind’s] merely physiological needs are complicated by new needs” (129); new systems of cultural values that assume no less importance in human activity than our more basic bodily needs. Vivas pertinently states, however, that more often than not in human society within a complex and existing symbolic order these cultural needs simply become an aspect of our practical functioning (an extension of survival), and we tend to inhibit our capacity to constitute the world through creative and symbolic endeavours. This depiction of cultural production as an activity that is constitutive of the world is particularly significant in relation to the DCA’s Creating Value. Despite noting that “it is through creative people that we better understand our world” (DCA, Creating Value 8), which echoes with Vivas’s contention that “the poet is needed to give the practical man his stage” (Vivas 129) the policy framework seems rather to exemplify the inhibiting of culturally constitutive activities (production) in favour of “practical functioning” (reproduction).What can be observed particularly well in the DCA’s policy framework is how effectively ideas associated with creative and cultural production have been co-opted to the cause of “practical functioning”. Looking for instance at the notion of “creativity” within Creating Value we discover that “creativity is the driving force of the arts and culture sector” (DCA, Creating Value 5) and that “creativity” is one of the “priority public value principles” for the policy framework, along with “engagement”. Reading more closely one understands that creativity is seen as producing the “distinctive” and the “unique”, a brand that is recognised as Western Australian and which, through such “recognition” and “significance” and through its “enriching” and “transforming” capacities (7), is seen to “add to a sense of place and belonging” (11) for the WA community. This in turn makes WA a “better place to live, work and visit” and ultimately delivers “economic and social outcomes that encourage and support growth” (2). The DCA’s strategies appear to have little to do with a dynamic conception of culture in which new worlds and systems of values may be constituted, but is focussed upon the optimisation and rationalisation of economic outcomes under the guise of “public value”.My contention is that, as difficult as the notion may be to entertain, a department of culture and the arts ought to understand that creative and cultural production are part of a dynamic system that continually engages in a process of tentatively constituting the world. The arts and culture sector undeniably has an important role to play in the formation of and identification with a national cultural identity, which can manifest in international prestige, tourist dollars and other forms of economic growth (Abbing 246; Chaney 166-67). Western Australian culture is not, however, as the DCA seems to perceive, a static and monumental edifice that acts as a singular landmark for Western Australia in local, national and international contexts. The DCA’s arts and culture policy framework talks of its strategies “reflecting the DCA’s vision, values and strategic objectives” (DCA, Creating Value 13) and in a number of places suggests that it will “respond to changing needs” (2, 5, 8). Surely an approach that was interested in the specific value that creative and cultural production has to offer to the community would recognise that it is not in a singular vision but in the world creatively renegotiated and reconstituted by different people and groups of people that such a value and identification is to be found? Furthermore, if Vivas is right, then the support and promotion of culture ought to be as much about cultural needs not yet anticipated, for cultural products whose significance is not currently recognised, as it is about being responsive and catering to the demands of those whom the DCA identifies as the present consumers and stake-holders in WA arts and culture. What is missing from the partnership, as conceived by the DCA between itself and the culture and arts sector, is an adequate mechanism by which “public value” is recognised as a system of constantly changing values in which the culture and arts sector play an important role in developing, extending and negotiating through their creative and cultural production.As Jürgen Habermas suggests, to approach culture strategically in terms of outcomes and deployment is to compromise the internal development that actually provides arts and cultural work with its meaning and significance (Habermas 71). Culture becomes not a distinctive composite of differing and changing world views linked by the “living” process of their “nature-like” coexistence and development, but a monolithic identity or brand with representative products (no matter how diverse those products may be).This policy framework document would suggest not a coalitional “alliance for combined action” but more accurately a process of putting the various strategic goals and cultural aspirations (with “public value” specifications) of the DCA up for tender in much the same way that another Government department might seek tenders for the construction of a bridge or building. It is perhaps telling that Creating Value is described as a “road map to help the Department achieve its vision” (DCA, Creating Value 2).“Engagement” and the Use Value of FreedomCreating Value states that “there is a complex relationship between creativity and engagement, which are the principles driving the delivery of public value outcomes” (DCA, Creating Value 5). The policy framework goes on to suggest that the conception of “engagement” that informs the document is geared towards notions of participation, access and interaction in response to the demands of society for “more than passive enjoyment of cultural experiences” (5). Ultimately, as the “Framework Measurements” (15) in Creating Value suggest, the public values associated with engagement are about quantifying access and participation in arts and culture, and polling audiences and the public regarding “their satisfaction with their level of engagement” (15). I have been arguing that the public value of creative and cultural production is the result of engagement, but I do not think that it follows that the cultural value of such engagement can be assumed to be the correlative of high attendance numbers or measures that indicate a high level of consumer satisfaction. Nor can one assume that the “impact” or “reach” of a cultural or creative experience can be assessed adequately while the box office is open and the door counter is operational, let alone prior to a project being granted funding.Some of the genuine complexity in the relationship between creativity and engagement and its bearing upon public value can be seen in George Steiner’s writing on the nature of “creation”. Steiner suggests on the one hand that the act of creation is “irresponsible” (Steiner 43); that the work of artists occurs at one remove from world of material consequence. On the other hand Steiner notes that external resistance to artistic production has the effect of reinforcing the necessity and significance of artists’ work, freeing them from “justifying [art’s] vital functions and dignifying its motivations” (189). In this understanding of the value of creativity, it seems to me, there is a delicate balance to be struck between “freedom” and “consequence” in artistic and cultural production. The cultural producer is most able to constitute the world in new or innovative ways when he/she is able to work irresponsibly, however, such culturally constitutive actions are most significant and valuable when access to a freedom sought is denied or challenged and the motivations and mores of our cultural institutions are brought under question.Herbert Marcuse wrote in One Dimensional Man that the high culture of the past, “free from socially necessary labour,” was “the appearance of the realm of freedom: the refusal to behave” (Marcuse 71) but he also suggests that in advanced technological societies such as our own, the “good life” of administered society “reduces the use-value of freedom” (49). Marcuse claims that the achievements of rational society have transcended those of the “culture heroes and half-gods” (56) and, given that rational society appears to be steadily advancing towards the best of all possible worlds (or at least the best of the existing alternatives), the inclination to “hope” and to look beyond our own world and for other means of advance has been lost. Here again there is a sense in which the creative activities of culturally constituting the world have lost significant ground to the administrative concerns of “practical functioning”. What is interesting, however, is that it is possible to see the residual traces of the importance of the concept of “freedom”, however illusory, to the notion of the public value of creative and cultural production, even in Creating Value.In Creating Value, the valuable conception of “freedom” occurs obliquely in the insistence that the policy framework supports and encourages artistic risk taking (DCA, Creating Value 5, 8). A closer examination of Creating Value and the DCA’s Arts Grants Handbook 2010 reveals that “artistic risk” (DCA, Arts Grants 17) is understood as a strength in a proposal that is indicative of artistic merit and quality, and quality, understood in the public value terms of the policy framework, is measured by “the distinctive, innovative and significant elements of the creative experience” (DCA, Creating Value 15). The value of risk-taking in the pursuit of innovation is a recurring theme of some of the literature concerning the creative industries over the past decade. Concepts such as the “no-collar workplace” (Florida) and the “artscience lab” (Edwards) have the appearance of promoting a relatively unfettered space apart in which creativity is unhindered by practical obstacles and institutional barriers. However, the concept becomes problematic as soon as there is an expectation that such a space apart will be “productive” in an economic or any other existing sense. Steiner’s notion of “irresponsible” creation, importantly suggests a creativity that defines its own productivity, in which the consequences of artistic or cultural production are contained within the context of the creative space apart. The greatest risk in a creative project is at the point of engagement, where it is met by consequence, where the public value of the work becomes available for negotiation and debate. The process required in applying for a DCA grant is actually a process of modelling, anticipating and containing the risks associated with artistic or cultural production. The conspicuous absence of genuine consequence in this schema suggests that the DCA seeks to manage the “engagement” to produce its own series of desired outcomes. Yet active control of the relationship between funding organisation and the funded artists may inhibit the production of arts and culture. What is required instead is a coalition of interests and aspirations that has the potential to produce (rather than merely reproduce) culture. In such a circumstance the coalitional relationship will be one where meaning, significance and identification are established in a negotiation between diverse entities and interests. In a realm of cultural values the capacity for these “combined actions” to be meaningful and significant (to possess genuine public value) seems to be compromised by the dominance of the authoritative vision of the Department. ConclusionThe coalitional premise that underpins this paper is predicated on the notion that the “combined action” that is the motivation for the partnership between the Department of Culture and the Arts and the culture and arts sector is to enrich the Western Australian community through “unique and transforming culture and arts experiences” (DCA, Creating Value 1), as stated in the DCA’s strategic charter. What my brief engagement with the DCA’s 2010 policy framework, Creating Value, suggests, however, is that the DCA’s vision is not conceived in terms of the coalitional development of culture, in which culture is acknowledged as a collective work in progress, but rather as a strategic project with instrumental aims. The concept of “public value” that is at the core of Creating Value is not ultimately the product of, or productive of, an ongoing discourse or debate into which cultural producers contribute their various creative outputs. Instead it is presented as a static set of assessment criteria designed to channel creativity into economic growth and to contain the risks associated with cultural production. The ideal of the “coalitional” should inform the concept of public value, as the ongoing work of “combined action” in which creative and cultural producers (through their production), Government (through venues and funding) and the public (through attendance and participation) are engaged in a dialogue whose outcomes provide an indication of public value in a dynamic cultural sphere.George Walden writes:Democratic peoples must be more creative than non-democratic ones, if only because the idea that the opposite might be the case is intolerable. Whatever the merits of the contention that repressive or authoritarian regimes have produced the finest literature or most brilliant artistic movements, it would be a bold politician who took the next logical step in the argument… Like health care or education, art is a public good, a commodity whose provision must be officially guaranteed and overseen. (Walden qtd. in Timms 68)Artistic and cultural freedom, according to this observation, is not actually a freedom at all, but rather a political imperative for welfare states such as ours, which in turn makes the support for creative and cultural production a “socially necessary labour”, that performs instrumental and political functions (Timms 68; Abbing 239) that are at least as important as the cultural wellbeing that seems to be promoted. In contrast Pierre Bourdieu suggests that ultimately the state is the “official guarantor” of “everything that pertains to the universal – that is, to the general interest” (Bourdieu & Haacke 72). If culture is to maintain a critical perspective, he argues, “we should expect (and even demand) from the state the instruments of freedom from economic and political powers – that is from the state itself” (71). Somewhere between “socially necessary labour” and “critical distance”, Charles Esche posits the idea of an “engaged autonomy” for creative and cultural projects operating unavoidably within the economic hegemony of capitalism, whereby they work in “tolerated cultural enclosure called ‘art’, able to act according to different rules,” but “still totally inside the system” (Esche 11). Or perhaps, as Tony Moore suggests:A new cultural renaissance will not be built by bureaucrats subsidising elitism or “picking winners”… but by entrepreneurs and public institutions bold enough to harness the diverse creative energy in the community from suburban garages to inner city garrets. (Moore 122)Ultimately the issue of state interests, support and patronage for the arts is the same balancing act between creativity and engagement, or freedom and consequence, that I introduced referencing Steiner earlier in the paper. The point is, however, that creative irresponsibility brought into an effective engagement ought to lead to a negotiation that allows for the dynamic processes of culture to develop around a debate on public value. Creative and cultural producers should be amongst the coalitional co-creators of contemporary Western Australian culture rather than the contractors brought in to make the DCA’s vision of culture a reality.References Abbing, Hans. Why Are Artists Poor?: The Exceptional Economy of the Arts. Amsterdam: Amsterdam UP, 2008.Bourdieu, Pierre, and Hans Haacke. Free Exchange. Trans. Johnson, Randal and Hans Haacke. Cambridge: Polity P, 1995.Chaney, David. “Cosmopolitan Art and Cultural Citizenship.” Theory, Culture & Society 19.1-2 (2002): 157-74.Department of Culture and the Arts (DCA). Arts Grants Handbook 2010. Government of Western Australia, 2010.———. Creating Value: An Arts and Culture Sector Policy Framework, 2010-2014. Government of Western Australia, 2010.———. New Policy Framework Creates Value for WA Artists. 2010. ‹http://www.dca.wa.gov.au/news/stories/front_page_items/new_policy_framework_creates_value_for_wa_artists>.Edwards, David. Artscience: Creativity in the Post-Google Generation, Cambridge, Mass.: Harvard UP, 2008.Esche, Charles. “The Possibility Forum – Institutional Change and Modest Proposals.” Artlink 22.4 (2002): 11-13.Florida, R. The Rise of the Creative Class: And How It's Transforming Work, Leisure, Community and Everyday Life. New York: Basic Books, 2002.Habermas, Jürgen. Legitimation Crisis, Trans. McCarthy, Thomas. Boston: Beacon P, 1975.Marcuse, Herbert. One Dimensional Man: Studies in the Ideology of Advanced Industrial Society. London: Routledge & Kegan Paul, 1964.Moore, Tony. “The Art of Risk in an Age of Anxiety or in Praise of the Long Lunch.” Making Meaning, Making Money: Directions for the Arts and Cultural Industries in the Creative Age. Eds. Lisa Anderson and Kate Oakley. Newcastle Upon Tyne: Cambridge Scholars Publishing, 2008. 111-125.Oxford English Dictionary. Oxford: Oxford UP, 1989.Steiner, George. Grammars of Creation: Originating in the Gifford Lectures for 1990. London: Faber and Faber, 2002.Timms, Peter. What’s Wrong with Contemporary Art? Sydney: UNSWP, 2004.Vivas, Eliseo. “What Is a Poem?” Creation and Discovery: Essays in Criticism and Aesthetics. Gateway Editions, Chicago: Henry Regnery, 1954. 111-41.

IntroductionCoffee, as a stimulant, and the spaces in which it is has been consumed, have long played a vital role in fostering communication, creativity, and sociality. This article explores the interrelationship of café space, communication, creativity, and materialism. In developing these themes, this article is structured in two parts. The first looks back to the coffee houses of the seventeenth and eighteenth centuries to give a historical context to the contemporary role of the café as a key site of creativity through its facilitation of social interaction, communication and information exchange. The second explores the continuation of the link between cafés, communication and creativity, through an instance from the mid-twentieth century where this process becomes individualised and is tied more intrinsically to the material surroundings of the café itself. From this, we argue that in order to understand the connection between café space and creativity, it is valuable to consider the rich polymorphic material and aesthetic composition of cafés. The Social Life of Coffee: London’s Coffee Houses While the social consumption of coffee has a long history, here we restrict our focus to a discussion of the London coffee houses of the seventeenth and eighteenth centuries. It was during the seventeenth century that the vogue of these coffee houses reached its zenith when they operated as a vibrant site of mercantile activity, as well as cultural and political exchange (Cowan; Lillywhite; Ellis). Many of these coffee houses were situated close to the places where politicians, merchants, and other significant people congregated and did business, near government buildings such as Parliament, as well as courts, ports and other travel route hubs (Lillywhite 17). A great deal of information was shared within these spaces and, as a result, the coffee house became a key venue for communication, especially the reading and distribution of print and scribal publications (Cowan 85). At this time, “no coffee house worth its name” would be without a ready selection of newspapers for its patrons (Cowan 173). By working to twenty-four hour diurnal cycles and heightening the sense of repetition and regularity, coffee houses also played a crucial role in routinising news as a form of daily consumption alongside other forms of habitual consumption (including that of coffee drinking). In Cowan’s words, “restoration coffee houses soon became known as places ‘dasht with diurnals and books of news’” (172). Among these was the short-lived but nonetheless infamous social gossip publication, The Tatler (1709-10), which was strongly associated with the London coffee houses and, despite its short publication life, offers great insight into the social life and scandals of the time. The coffee house became, in short, “the primary social space in which ‘news’ was both produced and consumed” (Cowan 172). The proprietors of coffee houses were quick to exploit this situation by dealing in “news mongering” and developing their own news publications to supplement their incomes (172). They sometimes printed news, commentary and gossip that other publishers were not willing to print. However, as their reputation as news providers grew, so did the pressure on coffee houses to meet the high cost of continually acquiring or producing journals (Cowan 173; Ellis 185-206). In addition to the provision of news, coffee houses were vital sites for other forms of communication. For example, coffee houses were key venues where “one might deposit and receive one’s mail” (Cowan 175), and the Penny Post used coffeehouses as vital pick-up and delivery centres (Lillywhite 17). As Cowan explains, “Many correspondents [including Jonathan Swift] used a coffeehouse as a convenient place to write their letters as well as to send them” (176). This service was apparently provided gratis for regular patrons, but coffee house owners were less happy to provide this for their more infrequent customers (Cowan 176). London’s coffee houses functioned, in short, as notable sites of sociality that bundled together drinking coffee with news provision and postal and other services to attract customers (Cowan; Ellis). Key to the success of the London coffee house of the seventeenth and eighteenth centuries was the figure of the virtuoso habitué (Cowan 105)—an urbane individual of the middle or upper classes who was skilled in social intercourse, skills that were honed through participation in the highly ritualised and refined forms of interpersonal communication, such as visiting the stately homes of that time. In contrast to such private visits, the coffee house provided a less formalised and more spontaneous space of sociality, but where established social skills were distinctly advantageous. A striking example of the figure of the virtuoso habitué is the philosopher, architect and scientist Robert Hooke (1635-1703). Hooke, by all accounts, used the opportunities provided by his regular visits to coffee houses “to draw on the knowledge of a wide variety of individuals, from servants and skilled laborers to aristocrats, as well as to share and display novel scientific instruments” (Cowan 105) in order to explore and develop his virtuoso interests. The coffee house also served Hooke as a place to debate philosophy with cliques of “like-minded virtuosi” and thus formed the “premier locale” through which he could “fulfil his own view of himself as a virtuoso, as a man of business, [and] as a man at the centre of intellectual life in the city” (Cowan 105-06). For Hooke, the coffee house was a space for serious work, and he was known to complain when “little philosophical work” was accomplished (105-06). Sociality operates in this example as a form of creative performance, demonstrating individual skill, and is tied to other forms of creative output. Patronage of a coffee house involved hearing and passing on gossip as news, but also entailed skill in philosophical debate and other intellectual pursuits. It should also be noted that the complex role of the coffee house as a locus of communication, sociality, and creativity was repeated elsewhere. During the 1600s in Egypt (and elsewhere in the Middle East), for example, coffee houses served as sites of intensive literary activity as well as the locations for discussions of art, sciences and literature, not to mention also of gambling and drug use (Hattox 101). While the popularity of coffee houses had declined in London by the 1800s, café culture was flowering elsewhere in mainland Europe. In the late 1870s in Paris, Edgar Degas and Edward Manet documented the rich café life of the city in their drawings and paintings (Ellis 216). Meanwhile, in Vienna, “the kaffeehaus offered another evocative model of urban and artistic modernity” (Ellis 217; see also Bollerey 44-81). Serving wine and dinners as well as coffee and pastries, the kaffeehaus was, like cafés elsewhere in Europe, a mecca for writers, artists and intellectuals. The Café Royal in London survived into the twentieth century, mainly through the patronage of European expatriates and local intellectuals such as Wyndham Lewis, Ezra Pound, T. S. Elliot, and Henri Bergson (Ellis 220). This pattern of patronage within specific and more isolated cafés was repeated in famous gatherings of literary identities elsewhere in Europe throughout the twentieth century. From this historical perspective, a picture emerges of how the social functions of the coffee house and its successors, the espresso bar and modern café, have shifted over the course of their histories (Bollerey 44-81). In the seventeenth and eighteenth centuries, the coffee house was an important location for vibrant social interaction and the consumption and distribution of various forms of communication such as gossip, news, and letters. However, in the years of the late nineteenth and early twentieth centuries, the café was more commonly a site for more restricted social interaction between discrete groups. Studies of cafés and creativity during this era focus on cafés as “factories of literature, inciters to art, and breeding places for new ideas” (Fitch, The Grand 18). Central in these accounts are bohemian artists, their associated social circles, and their preferred cafés de bohème (for detailed discussion, see Wilson; Fitch, Paris Café; Brooker; Grafe and Bollerey 4-41). As much of this literature on café culture details, by the early twentieth century, cafés emerge as places that enable individuals to carve out a space for sociality and creativity which was not possible elsewhere in the modern metropolis. Writing on the modern metropolis, Simmel suggests that the concentration of people and things in cities “stimulate[s] the nervous system of the individual” to such an extent that it prompts a kind of self-preservation that he terms a “blasé attitude” (415). This is a form of “reserve”, he writes, which “grants to the individual a [certain] kind and an amount of personal freedom” that was hitherto unknown (416). Cafés arguably form a key site in feeding this dynamic insofar as they facilitate self-protectionism—Fitch’s “pool of privacy” (The Grand 22)—and, at the same time, produce a sense of individual freedom in Simmel’s sense of the term. That is to say, from the early-to-mid twentieth century, cafés have become complex settings in terms of the relationships they enable or constrain between living in public, privacy, intimacy, and cultural practice. (See Haine for a detailed discussion of how this plays out in relation to working class engagement with Paris cafés, and Wilson as well as White on other cultural contexts, such as Japan.) Threaded throughout this history is a clear celebration of the individual artist as a kind of virtuoso habitué of the contemporary café. Café Jama Michalika The following historical moment, drawn from a powerful point in the mid-twentieth century, illustrates this last stage in the evolution of the relationship between café space, communication, and creativity. This particular historical moment concerns the renowned Polish composer and conductor Krzysztof Penderecki, who is most well-known for his avant-garde piece Threnody to the Victims of Hiroshima (1960), his Polymorphia (1961), and St Luke Passion (1963-66), all of which entailed new compositional and notation techniques. Poland, along with other European countries devastated by the Second World War, underwent significant rebuilding after the war, also investing heavily in the arts, musical education, new concert halls, and conservatoria (Monastra). In the immediate post-war period, Poland and Polish culture was under the strong ideological influence exerted by the Soviet Union. However, as Thomas notes, within a year of Stalin’s death in 1953, “there were flickering signs of moderation in Polish culture” (83). With respect to musical creativity, a key turning point was the Warsaw Autumn Music Festival of 1956. “The driving force” behind the first festival (which was to become an annual event), was Polish “composers’ overwhelming sense of cultural isolation and their wish to break the provincial nature of Polish music” at that time (Thomas 85). Penderecki was one of a younger generation of composers who participated in, and benefited from, these early festivals, making his first appearance in 1959 with his composition Strophes, and successive appearances with Dimensions of Time and Silence in 1960, and Threnody in 1961 (Thomas 90). Penderecki married in the 1950s and had a child in 1955. This, in combination with the fact that his wife was a pianist and needed to practice daily, restricted Penderecki’s ability to work in their small Krakow apartment. Nor could he find space at the music school which was free from the intrusion of the sound of other instruments. Instead, he frequented the café Jama Michalika off the central square of Krakow, where he worked most days between nine in the morning and noon, when he would leave as a pianist began to play. Penderecki states that because of the small space of the café table, he had to “invent [a] special kind of notation which allowed me to write the piece which was for 52 instruments, like Threnody, on one small piece of paper” (Krzysztof Penderecki, 2000). In this, Penderecki created a completely new set of notation symbols, which assisted him in graphically representing tone clustering (Robinson 6) while, in his score for Polymorphia, he implemented “novel graphic notation, comparable with medical temperature charts, or oscillograms” (Schwinger 29) to represent in the most compact way possible the dense layering of sounds and vocal elements that is developed in this particular piece. This historical account is valuable because it contributes to discussions on individual creativity that both depends on, and occurs within, the material space of the café. This relationship is explored in Walter Benjamin’s essay “Polyclinic”, where he develops an extended analogy between the writer and the café and the surgeon and his instruments. As Cohen summarises, “Benjamin constructs the field of writerly operation both in medical terms and as a space dear to Parisian intellectuals, as an operating table that is also the marble-topped table of a café” (179). At this time, the space of the café itself thus becomes a vital site for individual cultural production, putting the artist in touch with the social life of the city, as many accounts of writers and artists in the cafés of Paris, Prague, Vienna, and elsewhere in Europe attest. “The attraction of the café for the writer”, Fitch argues, “is that seeming tension between the intimate circle of privacy in a comfortable room, on the one hand, and the flow of (perhaps usable) information all around on the other” (The Grand 11). Penderecki talks about searching for a sound while composing in café Jama Michalika and, hearing the noise of a passing tram, subsequently incorporated it into his famous composition, Threnody (Krzysztof Penderecki, 2000). There is an indirect connection here with the attractions of the seventeenth century coffee houses in London, where news writers drew much of their gossip and news from the talk within the coffee houses. However, the shift is to a more isolated, individualistic habitué. Nonetheless, the aesthetic composition of the café space remains essential to the creative productivity described by Penderecki. A concept that can be used to describe this method of composition is contained within one of Penderecki’s best-known pieces, Polymorphia (1961). The term “polymorphia” refers not to the form of the music itself (which is actually quite conventionally structured) but rather to the multiple blending of sounds. Schwinger defines polymorphia as “many formedness […] which applies not […] to the form of the piece, but to the broadly deployed scale of sound, [the] exchange and simultaneous penetration of sound and noise, the contrast and interflow of soft and hard sounds” (131). This description also reflects the rich material context of the café space as Penderecki describes its role in shaping (both enabling and constraining) his creative output. Creativity, Technology, Materialism The materiality of the café—including the table itself for Penderecki—is crucial in understanding the relationship between the forms of creative output and the material conditions of the spaces that enable them. In Penderecki’s case, to understand the origins of the score and even his innovative forms of musical notation as artefacts of communication, we need to understand the material conditions under which they were created. As a fixture of twentieth and twenty-first century urban environments, the café mediates the private within the public in a way that offers the contemporary virtuoso habitué a rich, polymorphic sensory experience. In a discussion of the indivisibility of sensation and its resistance to language, writer Anna Gibbs describes these rich experiential qualities: sitting by the window in a café watching the busy streetscape with the warmth of the morning sun on my back, I smell the delicious aroma of coffee and simultaneously feel its warmth in my mouth, taste it, and can tell the choice of bean as I listen idly to the chatter in the café around me and all these things blend into my experience of “being in the café” (201). Gibbs’s point is that the world of the café is highly synaesthetic and infused with sensual interconnections. The din of the café with its white noise of conversation and overlaying sounds of often carefully chosen music illustrates the extension of taste beyond the flavour of the coffee on the palate. In this way, the café space provides the infrastructure for a type of creative output that, in Gibbs’s case, facilitates her explanation of expression and affect. The individualised virtuoso habitué, as characterised by Penderecki’s work within café Jama Michalika, simply describes one (celebrated) form of the material conditions of communication and creativity. An essential factor in creative cultural output is contained in the ways in which material conditions such as these come to be organised. As Elizabeth Grosz expresses it: Art is the regulation and organisation of its materials—paint, canvas, concrete, steel, marble, words, sounds, bodily movements, indeed any materials—according to self-imposed constraints, the creation of forms through which these materials come to generate and intensify sensation and thus directly impact living bodies, organs, nervous systems (4). Materialist and medium-oriented theories of media and communication have emphasised the impact of physical constraints and enablers on the forms produced. McLuhan, for example, famously argued that the typewriter brought writing, speech, and publication into closer association, one effect of which was the tighter regulation of spelling and grammar, a pressure toward precision and uniformity that saw a jump in the sales of dictionaries (279). In the poetry of E. E. Cummings, McLuhan sees the typewriter as enabling a patterned layout of text that functions as “a musical score for choral speech” (278). In the same way, the café in Penderecki’s recollections both constrains his ability to compose freely (a creative activity that normally requires ample flat surface), but also facilitates the invention of a new language for composition, one able to accommodate the small space of the café table. Recent studies that have sought to materialise language and communication point to its physicality and the embodied forms through which communication occurs. As Packer and Crofts Wiley explain, “infrastructure, space, technology, and the body become the focus, a move that situates communication and culture within a physical, corporeal landscape” (3). The confined and often crowded space of the café and its individual tables shape the form of productive output in Penderecki’s case. Targeting these material constraints and enablers in her discussion of art, creativity and territoriality, Grosz describes the “architectural force of framing” as liberating “the qualities of objects or events that come to constitute the substance, the matter, of the art-work” (11). More broadly, the design features of the café, the form and layout of the tables and the space made available for individual habitation, the din of the social encounters, and even the stimulating influences on the body of the coffee served there, can be seen to act as enablers of communication and creativity. Conclusion The historical examples examined above indicate a material link between cafés and communication. They also suggest a relationship between materialism and creativity, as well as the roots of the romantic association—or mythos—of cafés as a key source of cultural life as they offer a “shared place of composition” and an “environment for creative work” (Fitch, The Grand 11). We have detailed one example pertaining to European coffee consumption, cafés and creativity. While we believe Penderecki’s case is valuable in terms of what it can tell us about forms of communication and creativity, clearly other cultural and historical contexts may reveal additional insights—as may be found in the cases of Middle Eastern cafés (Hattox) or the North American diner (Hurley), and in contemporary developments such as the café as a source of free WiFi and the commodification associated with global coffee chains. Penderecki’s example, we suggest, also sheds light on a longer history of creativity and cultural production that intersects with contemporary work practices in city spaces as well as conceptualisations of the individual’s place within complex urban spaces. References Benjamin, Walter. “Polyclinic” in “One-Way Street.” One-Way Street and Other Writings. Trans. Edmund Jephcott and Kingsley Shorter. London: Verso, 1998: 88-9. Bollerey, Franziska. “Setting the Stage for Modernity: The Cosmos of the Coffee House.” Cafés and Bars: The Architecture of Public Display. Eds. Christoph Grafe and Franziska Bollerey. New York: Routledge, 2007. 44-81. Brooker, Peter. Bohemia in London: The Social Scene of Early Modernism. Houndmills, Hamps.: Palgrave Macmillan, 2007. Cohen, Margaret. Profane Illumination: Walter Benjamin and the Paris of Surrealist Revolution. Berkeley: U of California P, 1995. Cowan, Brian. The Social Life of Coffee: The Emergence of the British Coffeehouse. New Haven: Yale UP, 2005. Ellis, Markman. The Coffee House: A Cultural History. London: Weidenfeld & Nicholson, 2004. Fitch, Noël Riley. Paris Café: The Sélect Crowd. Brooklyn: Soft Skull Press, 2007. -----. The Grand Literary Cafés of Europe. London: New Holland Publishers (UK), 2006. Gibbs, Anna. “After Affect: Sympathy, Synchrony, and Mimetic Communication.” The Affect Theory Reader. Eds. Melissa Gregg and Gregory J. Siegworth. Durham: Duke University Press, 2010. 186-205. Grafe, Christoph, and Franziska Bollerey. “Introduction: Cafés and Bars—Places for Sociability.” Cafés and Bars: The Architecture of Public Display. Eds. Christoph Grafe and Franziska Bollerey. New York: Routledge, 2007. 4-41. Grosz, Elizabeth. Chaos, Territory, Art: Deleuze and the Framing of the Earth. New York: Columbia UP, 2008. Haine, W. Scott. The World of the Paris Café. Baltimore: Johns Hopkins UP, 1996. Hattox, Ralph S. Coffee and Coffeehouses: The Origins of a Social Beverage in the Medieval Near East. Seattle: U of Washington P, 1985. Hurley, Andrew. Diners, Bowling Alleys and Trailer Parks: Chasing the American Dream in the Postwar Consumer Culture. New York: Basic Books, 2001. Krzysztof Penderecki. Dir. Andreas Missler-Morell. Spektrum TV production and Telewizja Polska S.A. Oddzial W Krakowie for RM Associates and ZDF in cooperation with ARTE, 2000. Lillywhite, Bryant. London Coffee Houses: A Reference Book of Coffee Houses of the Seventeenth, Eighteenth, and Nineteenth Centuries. London: George Allen & Unwin, 1963. McLuhan, Marshall. Understanding Media: The Extensions of Man. London: Abacus, 1974. Monastra, Peggy. “Krzysztof Penderecki’s Polymorphia and Fluorescence.” Moldenhauer Archives, [US] Library of Congress. 12 Jan. 2012 ‹http://memory.loc.gov/ammem/collections/moldenhauer/2428143.pdf› Packer, Jeremy, and Stephen B. Crofts Wiley. “Introduction: The Materiality of Communication.” Communication Matters: Materialist Approaches to Media, Mobility and Networks. New York, Routledge, 2012. 3-16. Robinson, R. Krzysztof Penderecki: A Guide to His Works. Princeton, NJ: Prestige Publications, 1983. Schwinger, Wolfram. Krzysztof Penderecki: His Life and Work. Encounters, Biography and Musical Commentary. London: Schott, 1979. Simmel, Georg. The Sociology of Georg Simmel. Ed. and trans. Kurt H. Wolff. Glencoe, IL: The Free P, 1960. Thomas, Adrian. Polish Music since Szymanowski. Cambridge: Cambridge UP, 2005. White, Merry I. Coffee Life in Japan. Berkeley: U of California P, 2012. Wilson, Elizabeth. “The Bohemianization of Mass Culture.” International Journal of Cultural Studies 2.1 (1999): 11-32.

At the end of the episode “Crowd Pleasers,” from her television series Nigella Feasts, we see British food writer and television cook Nigella Lawson in her nightgown opening her fridge in the dark. The fridge light reveals the remnant dishes of chili con carne that she prepared earlier on in the programme. She scoops up a dollop of soured cream and chili onto a spoon and shovels it into her mouth, nods approvingly and then picks up the entire chili dish. She eats another mouthful, utters a satisfied “umm” sound, closes the fridge door and walks away, taking the dish of chili with her. This recurring scenario at the end of Nigella’s programmes is paradoxically constructed as a private moment to be witnessed by many viewers. It resembles acts of secret eating, personal food habits and offers a glimpse of the performed self, adding to Nigella’s persona. Throughout Nigella’s programmes there is a conscious tension between the private and public. This tension is confounded by Nigella’s acknowledgement of, and direct address to, the viewers, characterised by the knowing look she gives to the camera when she tastes her food, licks her fingers as she cooks, or reveals her secret chocolate stash in her store cupboard; the overt performance of supposedly surreptitious gestures. Through her look-back at the camera Nigella performs both sin and confession, communicating her guilty-pleasure as she self-consciously reveals this pleasure to the viewers. At the start of her performance Table Occasions (2000), solo artist Bobby Baker explains that there are strict rules that she must follow, the most important being that she must not walk on the floor. Baker then hosts a dinner party (for imaginary guests), balancing on top of the table and chairs wearing high-heeled shoes. When the ‘meal’ is finished Baker breaks her rule; she gets down from the table and walks freely across the performance space, giving the audience a knowing look of mock-surprise, as if everyone was seduced into believing in the compulsory nature of her rule (Table Occasions).In this performance Baker confesses her anxiety and discomfort in the act of playing the host. By breaking rules of common etiquette as well as her own abstract rules, she performatively constructs her “sins” and her “confessions.” Baker’s look-back at the audience reveals her self-conscious “confessing self.” Confessing the SelfAs a practitioner-researcher working in the field of autobiography, developing from artists such as Baker, my practice attempts to articulate the impact that popular cultural performances of food may have upon current notions of food, identity and the self. I seek to use food as a vehicle for investigating and revealing multiple versions of self. The “confessing subject” in contemporary performance practice has been discussed extensively by Deirdre Heddon, particularly as a means of “questioning the subject of confession” (Daily 230). This paper is concerned with acts of disclosure (and confession) that occur through food in popular culture and performance practice. My particular focus will be my durational performance work If I knew you were coming I’d have baked a cake, commissioned by the Alsager Arts Centre Gallery, as part of the Curating Knowledge Residency Programme initiated by gallery curator Jane Linden. I will explore strategies of performative disclosure through food in both live and mediated contexts, in order to investigate Heddon’s distinction between “confessional performance art” and “the gamut of currently available mass-mediated confessional opportunities” (Daily 232). My aim is to explore a current cultural relationship between food, confession and autobiography through the lens of performance. My concern lies in the performance of self and the ways in which the self is disclosed through food and I use Nigella’s and Baker’s performances, as confessional/autobiographical material, to develop my argument. Although operating in different mediums, Baker (as performance artist), and Nigella (as media personality), both use food to perform the self and employ autobiographical strategies to reveal aspects of their personal domestic lives to their audience.It is necessary to acknowledge that Nigella is first and foremost a commodity and her programmes function as part mediation of her cooking brand, along with her cookbooks and cookware. Intentionality aside, I am interested in the ways in which Nigella engages her viewers, which is culturally indicative of the wider phenomenon of the celebrity chef and strategies of performative disclosure operating through food. My argument rests on the premise that Nigella’s strategies are similar to those used by Baker resulting in a slippage in Nigella’s position between Heddon’s opposing categories. Nigella not only adopts a confessional, intimate and personal mode of address but also uses it to construct her persona, lifestyle and perform a version of her autobiography. Gabrielle Helms, in analysing reality TV programmes such as Big Brother, observes that Through the use of direct camera address, the confession creates the sense of immediacy and urgency needed to establish a special ‘live’ relationship between speaker and audience, one that remains unattainable in written confession (53).Nigella also establishes a “live” relationship with her audience through her personal and direct camera address. Yet Nigella’s programmes are only reflective of her supposed actual domestic life. We witness fragmented images of her pampering in her bedroom, carefully choosing vegetables from a market stall and taking her children to school. The seamless flow of these constructed “life” images perform a mock-autobiography of Nigella’s life. Baker’s practice is rooted in the domestic and through her use of food in performance she communicates her ‘everyday’ experiences as a wife, mother and artist. Baker’s work belongs to a field of resistant arts practice through which she discloses her often painful and difficult relationship to femininity and the domestic. Baker has stated “food is like my own language” (Iball 75), and it is a highly visceral, visual language that she uses to communicate her autobiographical material. Lucy Baldwin describes that Baker’s “taboos collect around the visceral qualities of food: its proximity to the body and to emotions, and its ability to represent what we would rather forget” (37). Baker often uses foods in ways that invoke the internal body. In Drawing on a Mother’s Experience, she narrates personal stories of motherhood whilst marking foodstuffs onto a sheet to map out her memories and experiences. In Baker’s final moment she rolls herself up in the sheet, The foodstuffs begin to bleed through the second skin of the sheet. Gradually, this seepage takes on the appearance of internal organs-a mapping of capillaries and veins, a tacit revelation of interior matters (Baldwyn 51). The blending of both food and memories marked onto Baker’s body discloses a fluid, unstable identity. As Claire MacDonald states Baker “allows the self to operate as a site where the meanings of identity can be contested” (191). By nature, autobiographical performance problematises notions of identity and self and there is always a tension between the real and the fictional. Sidonie Smith and Julia Watson have stated that:Autobiographical acts[…]cannot be understood as individualist acts of a sovereign subject, whole and entire unto itself. And the representation produced cannot be taken as a guarantee of a ‘true self’, authentic, coherent, and fixed (11). Baker’s construction of “self” is multi-faceted, sitting in between the fictional and the “real.” Using food, Baker layers together the pieces of “Bobby,” past and present, onto her live body and unites her “self” with her other “selves” in an intimate and ‘real’ shared experience with a live audience; the weaving of a complex, engaging and moving autobiography. My interest is to further explore how food can be used to disclose and contest identity. Food ExposuresFood is inherent in social and public events, in meal times and celebrations, yet food is also kept behind closed doors and inside domestic kitchens constituting the stuff of private lives. Crossing the realms of private and public, food has become a vehicle for spectacle and entertainment in media culture and is used to reveal identities, subjectivities and personal histories. Cooking programmes belong to the hybrid reality TV genre, frequently termed “infotainment.” Signe Hansen has usefully observed that “when we watch shows like Big Brother, Survivor or Temptation Island, our position as consumers is exactly that of watching Jamie Oliver [or] Nigella Lawson” (55). Helms has also argued that reality TV shows “focus on auto/biographical performance,” and asks, “are the lives represented on these shows, and the ways they are represented, reflections of contemporary understandings of self and identity?” (46). In this vein, I propose that the lives represented in food media such as Nigella’s are also constructed through the autobiographical, and Nigella’s particular relationship with food furthers a trend of self-disclosure that capitulates into abject voyeurism. Television chefs each have their own unique, “hypertrophied personality” (Govan and Rebellato 36). Nigella’s persona is characterised through her personal and casual address, which bridges the gap between “food expert” (performer) and “novice” (viewer) previously circumscribed by food experts like Delia Smith. Hansen fittingly observes that “the experience of befriending, of coming to ‘know,’ the person behind the persona is one of the particularities of today’s media climate” (55). Nigella allows us to “know” her better by revealing her greed, laziness, messiness and lack of self-control. She reveals her personal relationship to recipes, such as those originating from her grandmother, or cooking utensils that hold sentimental value, like her mother’s wooden spoon. The glimpses of self that Nigella exposes through food are framed as confession and privilege her viewers with “inside knowledge.” Although the fictional/real tension prevails, it is the performance of autobiography that is significant here. The mock-autobiographical address entices viewers and transforms what is essentially an advertisement into a particular practice of visual engagement, one that is founded upon the pleasures of witnessing and consuming disclosures. In the case of reality TV an element of guilty pleasure remains on the part of the viewer, who is learning about someone’s private life without having to reciprocate[…]By observing others from a position of omniscience, viewers can live vicariously and can engage without having to take responsibility[…]they can move between attraction and revulsion without consequences for themselves (Helms 55).Both Nigella and Baker embody “attraction and revulsion” to different ends—in Kitchen show (1991), Baker performs thirteen actions that each result in a “mark” being left on her body. Baker’s sixth action is opening a fresh tub of margarine, confessing her delight in the “satisfying nipple peak in the centre.” Baker then subverts her desire, smearing the margarine onto her face, crossing between “attraction” and “revulsion.” Baker’s marks “defamiliarize the ordinary and everyday to provoke new […] disturbing insights” (Blumberg 197).In contrast to the sanitised aesthetic trope of cooking programmes, in which ingredients are pre-prepared and separated into glass bowls, “the hallucination of hygiene” (Govan and Rebellato 37), Nigella gets her hands dirty and heightens moments when her body comes into contact with food. In her “Comfort Food” episode from Nigella Bites, she aggressively pierces the insides of the lemon declaring, “I quite like this ritual disembowelling of the lemon.” Her fingertips often disappear into her mouth as she licks and tastes the food that she “disembowels.” Using Kristeva’s theory of abjection, Emma Govan and Dan Rebellato acknowledge the precariousness of the boundaries of the body, stating that “the passages into and out of the body are always dangerous sites for the self” (33). Nigella crosses the boundaries of etiquette and hygiene and exposes an open, wanting body that is both “repulsive” and “attractive”. Her persona is also characterised through the trope of consumer seduction, in terms of her adopting a flirtatious manner and playful aligning of cooking acts with sexual pleasure. She seductively describes the “wonderful primrose emulsion” colour of the lemon sauce, which matches her own yellow T-shirt, thus presenting her self as food, becoming both desirable and consumable. However, Nigella’s sexualised gluttony borders on the grotesque; risotto made, Nigella confesses that, “in theory, this would be enough supper for two, in practice, I rather feel, one”. She eats it immediately, standing in the kitchen eagerly taking in large spoonfuls whilst glancing knowingly at the camera. Bakhtin’s notion of the “grotesque body,” Bob Ashley, Joanne Hollows, Steve Jones and Ben Taylor point out “is frequently associated with food. It is a devouring body, a body in the process of over-indulging, eating, drinking, vomiting and defecating” (43) and Nigella renders her own body grotesque. However, in contrast to Baker, the grotesque in this context functions to seduce a consumer audience and perpetuate the voyeuristic gaze. Nigella is part of a culture in which the abject (improper) body and taboo eating habits are fetishised through media constructions of self. Self DisclosuresElspeth Probyn draws attention to the trend of media food disclosures, “listen carefully to the new generation of television chefs, and one will hear them tiptoeing along a fine line that threatens to collapse into terrifying public intimacy” (20). This rather unnerving concern resonates with Heddon’s observation of a current “cultural omnipresence of autobiography” (Autobiography 161). Heddon suggests that “if we were confessing animals in the 1970s, we have by now surely mutated into monsters” (Autobiography 160) and questions the implications for performance, asking if “a resistant autobiographical practice is even any longer a possibility?” (Autobiography 161). Heddon posits Irene Gammel’s term “confessional interventions” as a potential self-conscious, subversion strategy that autobiographical performance practice can adopt. For Heddon, Baker “refuses the voyeuristic gaze” by only confessing “the mundane” and never allowing us access to one true version of self,Baker’s ‘secrets’ are not only moments of refusal, or moments of ‘privacy in public’, they also perform spaces in which I, in the role of spectator, can bring myself into (the) ‘play’ as I fill in her gaps with my own stories. Who then is the confessing subject here? (Autobiography 164).In my practice I am seeking to use autobiography to “strategically play with the mode of confession” (Autobiography 163) and pass comment on the ways that food functions in popular culture as a vehicle for disclosure, and perpetuates the voyeuristic gaze. My interventionist strategy then, is to investigate how notions of the self can be represented through performative acts of disclosure, in which versions of the self are manipulated, revisited and retold. All performance is citational and I would argue that a deliberate, self-conscious acknowledgement of that citation is a useful means to problematise the mock confessional, whilst maintaining an autobiographical mode of address. Heddon has also acknowledged that,In the performance of autobiography, the always already fictional nature of the autobiographical mode is made explicit. Such an acceptance and revelation of the constructed nature of the autobiography is vital in its connection to the constructed nature of ‘identity’ and the ‘self’ (Glory 2).This strategy is evident in both Nigella’s and Baker’s performances if we return once again to their knowing look-back at the audience/camera. Their looks re-play their own citational context and communicate a “knowingness” that they are ‘playing’ themselves, and in doing so they refuse the very possibility of an ‘autobiography’. If I Knew You Were Coming I’d Have Baked a CakeMy performance work investigated how cakes and baking could be used to create and perform a version of my autobiography. The work existed both as a performative durational process and an artwork that communicated through predominantly non-verbal means. Using cake decorating techniques I designed a large cake sculpture consisting of a number of cakes that were representative of significant occasions, relationships and memories throughout my life. The sculpture was baked, decorated and assembled over five days in the gallery and spectators were invited to witness each stage of my process. The sculpture featured cakes from my past, such as memorable birthday cakes. Other cakes were newly created to represent memories in which there was no cake present to that occasion, such as saying farewell to my family home. All of the cakes were used in new ways to disclose a version of my autobiography. The work simultaneously constituted and represented a number of autobiographical processes. Firstly, prior to the project I underwent cake decorating tuition over a period of ten weeks and the performance acted as documentation of this learning process; secondly, through the act of baking and decorating I engaged in processes of revisiting and remembering personal experiences; and finally the cake sculpture became a living autobiography of my durational time in the gallery and the physical experience of creating the artwork. As a keen baker my interest in cakes has developed into my artistic practice. Here I want to briefly propose the significance of cakes (in British culture) as mediators and markers of identities and relationships. Cakes are used to signify and commemorate occasions and social rituals. Cakes function as rewards and treats, and they mark the pivotal moment of a meal or end of a celebration. Cakes are shared between friends and they are present in the personal and particular experience of those individuals. A cake is not just a cake; as a symbol a cake can hold associations, memories and feelings and act as mediators for social interaction. Probyn raises an idea introduced by Nigella that “baking equates with the ‘ability to be part of life’” (5) and from my own experiences I can recall how cakes somehow enabled me to feel part of life, as a child baking in the kitchen, thinking, doing, creating, making decisions and mistakes, that impacted upon my relationships and connection to time and place. My performance investigated how cakes could be used to perform versions of self and here, I will unpick the strategies of performative disclosure (as a means of “confessional intervention”) that were used to construct multiple representations of the self and explore the dialogic relationship between them. In doing so I will disclose my own intentions, experiences and discoveries in order to problematise my role as both subject and creator of the work. Baking My AutobiographyProgramme notes were displayed at the entrance to the gallery and provided a map of the space outlining the function of each room. These notes were written as if addressing the spectators directly and contextualised the work through confessing my deliberate re-appropriation of Nigella’s “domestic goddess” persona: Hello, my name is Jenny and I want to be a Domestic Goddess. Welcome to my world of cakes and baking. Here in the gallery I am attempting to bake my autobiography. I have designed a large cake-sculpture that I will be baking and creating during the week. Every part of my cake has been individually constructed using memories and experiences from my past. Each area of the gallery is devoted to a particular part of my process… The entrance to the gallery opened up into a small corridor space that I titled “The Domestic Goddess Hall of Fame.” Hanging on the wall in chronological order were five portrait photographs of historical British female food personalities including, Mrs Beeton, Fanny Craddock, Delia Smith and Nigella Lawson. The fifth and last photograph was of me. I deliberately wrote “myself” into a visual narrative of significant female cooks, with their own cooking styles. From the outset I attempted to situate my autobiography within a culture of self-referentiality (see fig. 1). Figure 1. Image: Rory Francis. “The Domestic Goddess Hall of Fame”. If I knew you were coming, I’d have baked a cake. 2009. The other areas in the gallery included a kitchen where I baked the cakes; a cake cooling room, where the finished cakes cooled, assisted by portable fans; a cake decorating corner where I conducted the sugar craft and exhibited an array of equipment and materials; and a display room, in which the finished cakes were arranged into the final sculpture. The audience were invited to participate in various activities, such as licking the bowl, assisting me with simple baking tasks and receiving a decorating demonstration. On the final day the finished cake sculpture was cut-up and offered to the audience who shared in the communal eating of my-life-in-cake (see fig. 2 and fig.3).Figure 2. Image: Anonymous Audience Member. Performer: Jenny Lawson. “The Cake Cooling Room and The Sugar Craft Corner”. If I knew you were coming, I’d have baked a cake. 2009. Figure 3. Image: Anonymous Audience Member. Performer: Jenny Lawson.” The Kitchen”. If I knew you were coming, I’d have baked a cake. 2009. The isolating and displaying of each process revealed the mechanics behind both the artwork and the experiences of cake decorating. Yet the unveiling of these processes in the citational space of a gallery was intended to point up the construction of “personal” domestic space. Although I welcomed the audience into “my kitchen” and lived and breathed the duration of the project, there was no mistaking that this space was a gallery and bore no “real” resemblance to my (domestic) self or my autobiography, in the same way that Nigella’s domestic mise-en-scene, constitutes both her kitchen and her studio. In keeping with Heddon’s advocated “confessional intervention” the spectators were not presented with a clear autobiographical narrative. Rather, the cakes were used alongside structuring devices to present a collection of experiences that could be revisited, manipulated and retold; devices I devised in accordance with Daniel Schachter’s notion that,Memories are records of how we have experienced events, not replicas of the events themselves […] we construct our autobiographies from fragments of experience that change over time (qtd. in Smith and Watson 9). The durational nature of the project meant that audience members witnessed my cakes at varying stages of development and on the first morning there were no completed cakes present in the display room. However, three diagrammatic drawings were displayed on the walls depicting different versions of what the final sculpture may look like; technical drawings of top and side projections and a more personal mapping of fragmented stories and memories (see fig. 4). Figure 4. Image: Rory Francis. Performer: Jenny Lawson. “Side Projection Scale 1:4.5”. If I knew you were coming, I’d have baked a cake. 2009. Twenty-two nametags were carefully positioned on the display table indicating where the finished cakes would eventually be placed. The names of each cake were indicative of an event or memory such as, “The Big Pink Sofa” or “Failed Mother’s Day” and performatively framed each cake within a personal narrative. Each cake had its own song, which the audience could play out loud on an Ipod at any point during the process, whether they were looking at the finished cake or just its nametag and a blank space. The songs were designed to locate my memories within a shared cultural frame of reference that although specific to my memory, would evoke associations personal to the viewers allowing the possibility of other self-narratives to arise from the work. The audience were also invited to take part in the continual documenting of my process. A plasma TV screen in the corner of the gallery that I titled “Cake Moments,” displayed a continual loop of photographs of past cakes from my life. The audience were instructed to take photographs of any interesting “cake moments” they encountered during their stay and at the end of each day these were added to the display. Like the cake sculpture, this collection of photographs built up over the five days. Many visitors chose to photograph themselves interacting in some way with the cakes and baking materials, thus becoming part of my autobiography. The photographs looped in random order and blurred together personal life shots with the constructed shots from the gallery, fictionalising the audience participation and potentially disrupting any singular notion of self (see fig. 5).These interactive features performatively disclosed fragments of personal memory and served to involve the audience in the self-conscious authoring of my autobiography. Whatever the stage of the process, the audience were encouraged to fill in the gaps with their own self-narratives. To return to Heddon’s question, “Who then is the confessing subject here?” (164). I find a possible answer lies inside my cakes. The UndisclosableMy memories, like a cake, were beaten and mixed together and like the icing, bled into each other to create a fluid yet fragmented autobiography. The finished cake sculpture combined an array of colours, textures, tastes, shapes and images. Some cakes were inscribed with photographs, personal texts, quirky features (a tower of custard cream biscuits) and disturbing details (a red gash cutting through a cake’s surface or a deliberately burnt black “Failed Mother’s Day” heart) (see fig. 6) Figure 5. Image: Anonymous Audience Member. Performer: Jenny Lawson. “Cake Sculpture”. If I knew you were coming, I’d have baked a cake. 2009. As an artistic tool I found the layered form of a cake enabled me to represent multiple versions of memories and disclose complex feelings (albeit highly subjective) through a visually expressive and creative art form. In keeping with Bakhtinian dialogism, in which the self is only constructed through the interrelationship with the other, I performatively disclosed a version of my autobiography that was not located somewhere inside me, but somewhere in between both mine and the audience’s subjectivities. As Michael Holquist has expounded from Bakhtin:In order to see ourselves, we must appropriate the vision of others[…]the Bakhtinian just-so story of subjectivity is the tale of how I get my self from the other: it is only the other’s categories that will let me be an object for my own perception. (28)This inter-relationship between “self” and “other” was epitomised through the act of communal ingestion and the spirit of event-ness that comes with the territory of food. Once cut up, dismembered and eaten the cakes revealed all, in the same way that my process had exposed in its duration and excess the mess, my exhaustion, the remnants of congealed icing and the smudges and stains on my aprons. Yet in concealing nothing, the work inherently refused to disclose. Once the cakes passed through the mouth of the “other” they gave way to that “other”, that “self”, revealing only cake and sugar. The mouth machine is central to the articulation of different orders that go beyond the division of public and private: the tongue sticks out, draws in food, objects and people. In eating we constantly take in and spit out things, people, selves. (Probyn 21)In giving my cakes and “myself” to the spectators, I relinquished ownership of both my cakes and the artwork. I looked on as my cakes were eaten and destroyed, redirecting the voyeuristic gaze towards the audience and the private, personal, undisclosable experience of ingestion (see fig. 7)I started out baking myself, but I ended up baking you, and then together we ate each other. Figure 6. Image: Anonymous Audience Member. Performer: Jenny Lawson. “Cake and Sugar”. If I knew you were coming, I’d have baked a cake. 2009. ReferencesAshley, Bob, Joanne Hollows, Steve Jones, and Ben Taylor, eds. Food and Cultural Studies. London and New York: Routledge, 2004.Baldwyn, Lucy. “Blending In: The Immaterial Art of Bobby Baker’s Culinary Events.” The Drama Review 40.4 (1996): 37–55.Blumberg, Marcia. “Domestic Place as Contestatory Space: The Kitchen as Catalyst and Crucible.” New Theatre Quarterly 55.33 (1998): 195–201. Govan, Emma, and Dan Rebellato. “Foodscares!” Performance Research: On Cooking 4.1 (1999): 31–40. Hansen, Signe. “Society of the Appetite: Celebrity Chefs Deliver Consumers.” Food Culture & Society 11.1 (2008): 50–67. Heddon, Deirdre. Autobiography and Performance. Basingstoke: Palgrave Macmillan, 2008.––– . “Daily Life 5 Box Story.” Bobby Baker: Redeeming Features of Daily Life. Ed. Michele Barrett. Oxon: Routledge, 2007.––– . “Glory Box: Tim Miller's Autobiography of the Future.” New Theatre Quarterly 19.3 (2003): 243–256.Helms, Gabrielle. “Reality TV Has Spoken: Auto/Biography Matters.” Tracing the Autobiographical. Eds. Marlene Kadar, Linda Warley, Jeanne Perreault and Susanna Egan. Canada: Wilfrid Laurier UP, 2005.Holquist, Michael. Bakhtin and His World. London: Routledge, 1990.Iball, Helen. “Melting Moments: Bodies Upstaged by the Foodie Gaze.” Performance Research: On Cooking 4.1 (1999): 70–81.Kitchen Show. Dir. Bobby Baker & Paloa Balon Brown. Videocassette, 1991.MacDonald, Claire. “Assumed Identities: Feminism, Autobiography and Performance Art.” The Uses of Autobiography. Ed. Julia Swindells. London: Taylor and Francis, 1995.Nigella Bites. Dir. Dominic Cyriax. DVD. Pabulum and Flashback Television. Channel Four Television Corporation, 2002.Nigella Feasts. Dir. Dominic Cyriax. DVD. North Pacific Ltd/Pabulum Productions Ltd., 2006. Probyn, Elspeth. Carnal Appetites: Food Sex Identities. London: Routledge, 2000.Smith, Sidonie, and Julia Watson. “Introduction: Mapping Women’s Self-Representation at Visual/Textual Interfaces.” Interfaces: Women/Autobiography/Image/Performance. Ann Arbor: The University of Michigan Press, 2002.Table Occasions. Dir. Bobby Baker and Paloa Balon Brown, Videocassette, 2000.

Any understanding of social and cultural change is impossible without a knowledge of the way media work as environments. —Marshall McLuhan. What is visible and tangible in things represents our possible action upon them. —Henri Bergson. Introduction: Subjective Maps as ‘Contact Zones’ Maps feature heavily in a variety of media; they appear in textbooks, on television, in print, and on the screens of our handheld devices. The production of cartographic texts is a process that is imbued with power relations and bound up with the production and reproduction of social life (Pinder 405). Mapping involves choices as to what information is and is not included. In their organisation, categorisation, modeling, and representation maps show and they hide. Thus “the idea that a small number of maps or even a single (and singular) map might be sufficient can only apply in a spatialised area of study whose own self-affirmation depends on isolation from its context” (Lefebvre 85–86). These isolations determine the way we interpret the physical, biological, and social worlds. The map can be thought of as a schematic for political systems within a confined set of spatial relations, or as a container for political discourse. Mapping contributes equally to the construction of experiential realities as to the representation of physical space, which also contains the potential to incorporate representations of temporality and rhythm to spatial schemata. Thus maps construct realities as much as they represent them and coproduce space as much as the political identities of people who inhabit them. Maps are active texts and have the ability to promote social change (Pickles 146). It is no wonder, then, that artists, theorists and activists alike readily engage in the conflicted praxis of mapping. This critical engagement “becomes a method to track the past, embody memories, explain the unexplainable” and manifest the latent (Ibarra 66). In this paper I present a short case study of Bangalore: Subjective Cartographies a new media art project that aims to model a citizen driven effort to participate in a critical form of cartography, which challenges dominant representations of the city-space. I present a critical textual analysis of the maps produced in the workshops, the artist statements relating to these works used in the exhibition setting, and statements made by the participants on the project’s blog. This “praxis-logical” approach allows for a focus on the project as a space of aggregation and the communicative processes set in motion within them. In analysing such projects we could (and should) be asking questions about the functions served by the experimental concepts under study—who has put it forward? Who is utilising it and under what circumstances? Where and how has it come into being? How does discourse circulate within it? How do these spaces as sites of emergent forms of resistance within global capitalism challenge traditional social movements? How do they create self-reflexive systems?—as opposed to focusing on ontological and technical aspects of digital mapping (Renzi 73). In de-emphasising the technology of digital cartography and honing in on social relations embedded within the text(s), this study attempts to complement other studies on digital mapping (see Strom) by presenting a case from the field of politically oriented tactical media. Bangalore: Subjective Cartographies has been selected for analysis, in this exploration of media as “zone.” It goes some way to incorporating subjective narratives into spatial texts. This is a three-step process where participants tapped into spatial subjectivities by data collection or environmental sensing led by personal reflection or ethnographic enquiry, documenting and geo-tagging their findings in the map. Finally they engaged an imaginative or ludic process of synthesising their data in ways not inherent within the traditional conventions of cartography, such as the use of sound and distortion to explicate the intensity of invisible phenomena at various coordinates in the city-space. In what follows I address the “zone” theme by suggesting that if we apply McLuhan’s notion of media as environment together with Henri Bergson’s assertion that visibility and tangibility constitutes the potential for action to digital maps, projects such as Bangalore: Subjective Cartographies constitute a “contact zone.” A type of zone where groups come together at the local level and flows of discourse about art, information communication, media, technology, and environment intersect with local histories and cultures within the cartographic text. A “contact zone,” then, is a site where latent subjectivities are manifested and made potentially politically potent. “Contact zones,” however, need not be spaces for the aggrieved or excluded (Renzi 82), as they may well foster the ongoing cumulative politics of the mundane capable of developing into liminal spaces where dominant orders may be perforated. A “contact zone” is also not limitless and it must be made clear that the breaking of cartographic convention, as is the case with the project under study here, need not be viewed as resistances per se. It could equally represent thresholds for public versus private life, the city-as-text and the city-as-social space, or the zone where representations of space and representational spaces interface (Lefebvre 233), and culture flows between the mediated and ideated (Appadurai 33–36). I argue that a project like Bangalore: Subjective Cartographies demonstrates that maps as urban text form said “contact zones,” where not only are media forms such as image, text, sound, and video are juxtaposed in a singular spatial schematic, but narratives of individual and collective subjectivities (which challenge dominant orders of space and time, and city-rhythm) are contested. Such a “contact zone” in turn may not only act as a resource for citizens in the struggle of urban design reform and a democratisation of the facilities it produces, but may also serve as a heuristic device for researchers of new media spatiotemporalities and their social implications. Critical Cartography and Media Tactility Before presenting this brief illustrative study something needs to be said of the context from which Bangalore: Subjective Cartographies has arisen. Although a number of Web 2.0 applications have come into existence since the introduction of Google Maps and map application program interfaces, which generate a great deal of geo-tagged user generated content aimed at reconceptualising the mapped city-space (see historypin for example), few have exhibited great significance for researchers of media and communications from the perspective of building critical theories relating to political potential in mediated spaces. The expression of power through mapping can be understood from two perspectives. The first—attributed largely to the Frankfurt School—seeks to uncover the potential of a society that is repressed by capitalist co-opting of the cultural realm. This perspective sees maps as a potential challenge to, and means of providing emancipation from, existing power structures. The second, less concerned with dispelling false ideologies, deals with the politics of epistemology (Crampton and Krygier 14). According to Foucault, power was not applied from the top down but manifested laterally in a highly diffused manner (Foucault 117; Crampton and Krygier 14). Foucault’s privileging of the spatial and epistemological aspects of power and resistance complements the Frankfurt School’s resistance to oppression in the local. Together the two perspectives orient power relative to spatial and temporal subjectivities, and thus fit congruently into cartographic conventions. In order to make sense of these practices the post-oppositional character of tactical media maps should be located within an economy of power relations where resistance is never outside of the field of forces but rather is its indispensable element (Renzi 72). Such exercises in critical cartography are strongly informed by the critical politico-aesthetic praxis of political/art collective The Situationist International, whose maps of Paris were inherently political. The Situationist International incorporated appropriated texts into, and manipulated, existing maps to explicate city-rhythms and intensities to construct imaginative and alternate representations of the city. Bangalore: Subjective Cartographies adopts a similar approach. The artists’ statement reads: We build our subjective maps by combining different methods: photography, film, and sound recording; […] to explore the visible and invisible […] city; […] we adopt psycho-geographical approaches in exploring territory, defined as the study of the precise effects of the geographical environment, consciously developed or not, acting directly on the emotional behaviour of individuals. The project proposals put forth by workshop participants also draw heavily from the Situationists’s A New Theatre of Operations for Culture. A number of Situationist theories and practices feature in the rationale for the maps created in the Bangalore Subjective Cartographies workshop. For example, the Situationists took as their base a general notion of experimental behaviour and permanent play where rationality was approached on the basis of whether or not something interesting could be created out of it (Wark 12). The dérive is the rapid passage through various ambiences with a playful-constructive awareness of the psychographic contours of a specific section of space-time (Debord). The dérive can be thought of as an exploration of an environment without preconceptions about the contours of its geography, but rather a focus on the reality of inhabiting a place. Détournement involves the re-use of elements from recognised media to create a new work with meaning often opposed to the original. Psycho-geography is taken to be the subjective ambiences of particular spaces and times. The principles of détournement and psycho-geography imply a unitary urbanism, which hints at the potential of achieving in environments what may be achieved in media with détournement. Bangalore: Subjective Cartographies carries Situationist praxis forward by attempting to exploit certain properties of information digitalisation to formulate textual representations of unitary urbanism. Bangalore: Subjective Cartographies is demonstrative of a certain media tactility that exists more generally across digital-networked media ecologies and channels this to political ends. This tactility of media is best understood through textual properties awarded by the process and logic of digitalisation described in Lev Manovich’s Language of New Media. These properties are: numerical representation in the form of binary code, which allows for the reification of spatial data in a uniform format that can be stored and retrieved in-silico as opposed to in-situ; manipulation of this code by the use of algorithms, which renders the scales and lines of maps open to alteration; modularity that enables incorporation of other textual objects into the map whilst maintaining each incorporated item’s individual identity; the removal to some degree of human interaction in terms of the translation of environmental data into cartographic form (whilst other properties listed here enable human interaction with the cartographic text), and the nature of digital code allows for changes to accumulate incrementally creating infinite potential for refinements (Manovich 49–63). The Subjective Mapping of Bangalore Bangalore is an interesting site for such a project given the recent and rapid evolution of its media infrastructure. As a “media city,” the first television sets appeared in Bangalore at some point in the early 1980s. The first Internet Service Provider (ISP), which served corporate clients only, commenced operating a decade later and then offered dial-up services to domestic clients in the mid-1990s. At present, however, Bangalore has the largest number of broadband Internet connections in India. With the increasing convergence of computing and telecommunications with traditional forms of media such as film and photography, Bangalore demonstrates well what Scott McQuire terms a media-architecture complex, the core infrastructure for “contact zones” (vii). Bangalore: Subjective Cartographies was a workshop initiated by French artists Benjamin Cadon and Ewen Cardonnet. It was conducted with a number of students at the Srishti School of Art, Design and Technology in November and December 2009. Using Metamap.fr (an online cartographic tool that makes it possible to add multimedia content such as texts, video, photos, sounds, links, location points, and paths to digital maps) students were asked to, in groups of two or three, collect and consult data on ‘felt’ life in Bangalore using an ethnographic, transverse geographic, thematic, or temporal approach. The objective of the project was to model a citizen driven effort to subvert dominant cartographic representations of the city. In doing so, the project and this paper posits that there is potential for such methods to be adopted to form new literacies of cartographic media and to render the cartographic imaginary politically potent. The participants’ brief outlined two themes. The first was the visible and symbolic city where participants were asked to investigate the influence of the urban environment on the behaviours and sensations of its inhabitants, and to research and collect signifiers of traditional and modern worlds. The invisible city brief asked participants to consider the latent environment and link it to human behaviour—in this case electromagnetic radiation linked to the cities telecommunications and media infrastructure was to be specifically investigated. The Visible and Symbolic City During British rule many Indian cities functioned as dual entities where flow of people and commodities circulated between localised enclaves and the centralised British-built areas. Mirroring this was the dual mode of administration where power was shared between elected Indian legislators and appointed British officials (Hoselitz 432–33). Reflecting on this diarchy leads naturally to questions about the politics of civic services such as the water supply, modes of public communication and instruction, and the nature of the city’s administration, distribution, and manufacturing functions. Workshop participants approached these issues in a variety of ways. In the subjective maps entitled Microbial Streets and Water Use and Reuse, food and water sources of street vendors are traced with the aim to map water supply sources relative to the movements of street vendors operating in the city. Images of the microorganisms are captured using hacked webcams as makeshift microscopes. The data was then converted to audio using Pure Data—a real-time graphical programming environment for the processing audio, video and graphical data. The intention of Microbial Streets is to demonstrate how mapping technologies could be used to investigate the flows of food and water from source to consumer, and uncover some of the latencies involved in things consumed unhesitatingly everyday. Typographical Lens surveys Russell Market, an older part of the city through an exploration of the aesthetic and informational transformation of the city’s shop and street signage. In Ethni City, Avenue Road is mapped from the perspective of local goldsmiths who inhabit the area. Both these maps attempt to study the convergence of the city’s dual function and how the relationship between merchants and their customers has changed during the transition from localised enclaves, catering to the sale of particular types of goods, to the development of shopping precincts, where a variety of goods and services can be sought. Two of the project’s maps take a spatiotemporal-archivist approach to the city. Bangalore 8mm 1940s uses archival Super 8 footage and places digitised copies on the map at the corresponding locations of where they were originally filmed. The film sequences, when combined with satellite or street-view images, allow for the juxtaposition of present day visions of the city with those of the 1940s pre-partition era. Chronicles of Collection focuses on the relationship between people and their possessions from the point of view of the object and its pathways through the city in space and time. Collectors were chosen for this map as the value they placed on the object goes beyond the functional and the monetary, which allowed the resultant maps to access and express spatially the layers of meaning a particular object may take on in differing contexts of place and time in the city-space. The Invisible City In the expression of power through city-spaces, and by extension city-texts, certain circuits and flows are ossified and others rendered latent. Raymond Williams in Politics and Letters writes: however dominant a social system may be, the very meaning of its domination involves a limitation or selection of the activities it covers, so that by definition it cannot exhaust all social experience, which therefore always potentially contains space for alternative acts and alternative intentions which are not yet articulated as a social institution or even project. (252) The artists’ statement puts forward this possible response, an exploration of the latent aesthetics of the city-space: In this sense then, each device that enriches our perception for possible action on the real is worthy of attention. Even if it means the use of subjective methods, that may not be considered ‘evidence’. However, we must admit that any subjective investigation, when used systematically and in parallel with the results of technical measures, could lead to new possibilities of knowledge. Electromagnetic City maps the city’s sources of electromagnetic radiation, primarily from mobile phone towers, but also as a by-product of our everyday use of technologies, televisions, mobile phones, Internet Wi-Fi computer screens, and handheld devices. This map explores issues around how the city’s inhabitants hear, see, feel, and represent things that are a part of our environment but invisible, and asks: are there ways that the intangible can be oriented spatially? The intensity of electromagnetic radiation being emitted from these sources, which are thought to negatively influence the meditation of ancient sadhus (sages) also features in this map. This data was collected by taking electromagnetic flow meters into the suburb of Yelhanka (which is also of interest because it houses the largest milk dairy in the state of Karnataka) in a Situationist-like derive and then incorporated back into Metamap. Signal to Noise looks at the struggle between residents concerned with the placement of mobile phone towers around the city. It does so from the perspectives of people who seek information about their placement concerned about mobile phone signal quality, and others concerned about the proximity of this infrastructure to their homes due to to potential negative health effects. Interview footage was taken (using a mobile phone) and manipulated using Pure Data to distort the visual and audio quality of the footage in proportion to the fidelity of the mobile phone signal in the geographic area where the footage was taken. Conclusion The “contact zone” operating in Bangalore: Subjective Cartographies, and the underlying modes of social enquiry that make it valuable, creates potential for the contestation of new forms of polity that may in turn influence urban administration and result in more representative facilities of, and for, city-spaces and their citizenry. Robert Hassan argues that: This project would mean using tactical media to produce new spaces and temporalities that are explicitly concerned with working against the unsustainable “acceleration of just about everything” that our present neoliberal configuration of the network society has generated, showing that alternatives are possible and workable—in ones job, home life, family life, showing that digital [spaces and] temporality need not mean the unerring or unbending meter of real-time [and real city-space] but that an infinite number of temporalities [and subjectivities of space-time] can exist within the network society to correspond with a diversity of local and contextual cultures, societies and polities. (174) As maps and locative motifs begin to feature more prominently in media, analyses such as the one discussed in this paper may allow for researchers to develop theoretical approaches to studying newer forms of media. References Appadurai, Arjun. Modernity at Large: Cultural Dimensions of Globalisation. Minneapolis: U of Minnesota P, 1996. “Bangalore: Subjective Cartographies.” 25 July 2011 ‹http://bengaluru.labomedia.org/page/2/›. Bergson, Henri. Creative Evolution. New York: Henry Holt and Company, 1911. Crampton, Jeremy W., and John Krygier. “An Introduction to Critical Cartography.” ACME: An International E-Journal for Critical Geography 4 (2006): 11–13. Chardonnet, Ewen, and Benjamin Cadon. “Semaphore.” 25 July 2011 ‹http://semaphore.blogs.com/semaphore/spectral_investigations_collective/›. Debord, Guy. “Theory of the Dérive.” 25 July 2011 ‹http://www.bopsecrets.org/SI/2.derive.htm›. Foucault, Michel. Remarks on Marx. New York: Semitotext[e], 1991.Hassan, Robert. The Chronoscopic Society: Globalization, Time and Knowledge in the Networked Economy. New York: Lang, 2003. “Historypin.” 4 Aug. 2011 ‹http://www.historypin.com/›. Hoselitz, Bert F. “A Survey of the Literature on Urbanization in India.” India’s Urban Future Ed. Roy Turner. Berkeley: U of California P, 1961. 425-43. Ibarra, Anna. “Cosmologies of the Self.” Elephant 7 (2011): 66–96. Lefebvre, Henri. The Production of Space. Oxford: Blackwell, 1991. Lovink, Geert. Dark Fibre. Cambridge: MIT Press, 2002. Manovich, Lev. The Language of New Media Cambridge: MIT Press, 2000. “Metamap.fr.” 3 Mar. 2011 ‹http://metamap.fr/›. McLuhan, Marshall, and Quentin Fiore. The Medium Is the Massage. London: Penguin, 1967. McQuire, Scott. The Media City: Media, Architecture and Urban Space. London: Sage, 2008. Pickles, John. A History of Spaces: Cartographic Reason, Mapping and the Geo-Coded World. London: Routledge, 2004. Pinder, David. “Subverting Cartography: The Situationists and Maps of the City.” Environment and Planning A 28 (1996): 405–27. “Pure Data.” 6 Aug. 2011 ‹http://puredata.info/›. Renzi, Alessandra. “The Space of Tactical Media” Digital Media and Democracy: Tactics in Hard Times. Ed. Megan Boler. Cambridge: MIT Press, 2008. 71–100. Situationist International. “A New Theatre of Operations for Culture.” 6 Aug. 2011 ‹http://www.blueprintmagazine.co.uk/index.php/urbanism/reading-the-situationist-city/›. Strom, Timothy Erik. “Space, Cyberspace and the Interface: The Trouble with Google Maps.” M/C Journal 4.3 (2011). 6 Aug. 2011 ‹http://journal.media-culture.org.au/index.php/mcjournal/article/viewArticle/370›. Wark, McKenzie. 50 Years of Recuperation of the Situationist International, New York: Princeton Architectural Press, 2008. Williams, Raymond. Politics and Letters: Interviews with New Left Review. London: New Left, 1979.

Introduction The evolution of creative city paradigm in the last three decades has dramatically changed the notion of placemaking and the meaning of art and design for urban development in the creative and cultural economy context. Very recently, a spontaneously emerging art district has been exploited by policy actions in many cities, resulting in its presence on the global stage at the UNESCO Creative City Network. The two most common approaches that drive art and design-based development policies are seen in the creative city approach and community development approach (Evans; Murdoch III et al.). The creative city approach aims to contribute to economic development by focussing on the economic role of art and design (Florida; Murdoch III et al.). The community development approach, on the other hand, is seen as an important factor for social benefit and democratic development (Murdoch III et al.; Grodach; Markusen and Gadwa). Grassroots arts movements and community arts organisations, in the community development approach, support the arts as a low-income community involvement and development initiative (Murdoch III et al.). According to Grodach, public spaces and art and design spaces have three main roles in community development, and are built on local assets to increase community engagement, interaction, and participation. Despite the vast range of economic considerations in the current literature, it remains unclear how creative placemaking through arts, crafts, and design operates in the context of creative cities. Particularly, there is a need for a more comprehensive perspective of how creative placemaking contributes to art district development. Economic competition among creative cities has increased, especially since neoliberal policies diffused to the urban agenda. The city of Izmir, located in the Aegean coast of Turkey, being one of the world's top 130 cities (Tekeli), contributes to globalisation of the region and occupies a unique position in Turkey’s democratic history. Regarding the global arena, Izmir has reformulated its governmental structure in the making of places, with particular neighbourhoods seeking to increase their attractiveness to the creative class, support the creative industries, and to become a ‘Creative City’. Since the Culture and Art Workshop in 2009, when the Izmir Metropolitan Municipality established a creative city vision to serve as a high point in a democratic era, in particular involving elements of culture and creativity of importance for local and global actors, there has been a series of programs with different design strategies and governance mechanisms, such as the design projects (e.g. Izmir Sea Project and Izmir History Project, and History Design Workshop), formations (e.g. establishment of Izmir Mediterranean Academy with branches of history, design, ecology, culture, and arts in 2013), events and organisations (e.g. Good Design Izmir in 2016, 5th World Design Talks by the World Design Organization [WDO] in 2018), and applications for candidacy (e.g. for the World Design Capital title 2020, and UNESCO Creative Cities Network in 2019). The purpose of this article is to explore the drivers for art and design-based development in the urban environment through the lens of creative placemaking, and how this is practiced by creative class grassroots initiatives in cities such as Izmir, Turkey, which was shortlisted in the Creative City Network competition in 2019. The methodology is built on 1) a framework analysis through the research on art and design districts and the utilisation of creative placemaking, and 2) a field study exploring the creative placemaking drivers in an emerging art district, Darağaç, in Izmir. The field study is composed of site visits, visual mappings, the use of snowball sampling to reach the creative class, and structured interviews. The framework analysis findings suggest a set of creative placemaking drivers for art and design-based developments, and the case study findings present implications for future policies for integration of localised initiatives into the creative city framework. Framework Analysis The practice of creative cities applies one-size-fits-all strategies based on tangible and intangible characteristics to attract talent and support economic growth, whereas creative placemaking offers some crucial approaches to contribute to a locale's success and involvement in larger-scale plans. Therefore, placemaking appears as a phenomenological process that explains a sense of place, attachments, and, more broadly, the interaction between a region and its inhabitants (Mengi and Guaralda). The term ‘creative placemaking’ was first used by economist Ann Markusen and art consultant Anne Gadwa in the 2010 White Paper of the National Endowment for the Arts, as a solution when cities, suburbs, and small towns are faced with structural changes and displacement. Creative placemaking aims to revitalise space and economic development with creative initiatives. Markusen and Gadwa argue that creative placemaking provides gains in areas such as innovative products and services, livability, diversity, jobs, and income opportunities. Creative placemaking is also defined as a community-participatory tool to strengthen and enrich the identity of a place as well as development of a place. Community identity enables local assets to build trust and relationships (Kelkar et al.) while exploiting social and civic fabric that brings out the local character and narratives (Borrup). Moreover, Redaelli formulates creative placemaking as an innovative way of thinking for solving community problems that utilises the creative power of art and artists. From an economic perspective, Gallagher et al. point out that creative placemaking can happen in communities of any size and uses art and cross-sector collaboration to benefit the space. Creative placemaking through cross-sector collaboration is directly related to political ideology, social division, community size, resource limitations, and capacity of arts organisations. The theoretical discussion derived from the literature enables us to reconsider the use of creative placemaking approaches for creative city strategies and provides a framework that brings the most significant drivers of creative placemaking, especially for art and design-based strategies in urban environments (Table 1). Drivers Indicators Creative Practices Products Artworks Events Festivals Cultural Production Local Assets Local Knowledge Context Listening & Gathering Stories Knowledge & Skill Exchange Creativity Exchange Experiential Learning Community Involvement Co-Creation Collaboration Creative Placemakers Artists Designers Craftspeople Resident of the Community Local Audience Virtual Platform Archive/Publications Creativity Productivity Collectivity Spatial Environment Neighbourhood Streets Place Identity Digital Hub Atelier Digital Studio/Maker Space Art Galleries Exhibition Spaces Art Equipment Maker/Supplier Meeting Place/Third Place Institutional Support Networking Platform for Dialogue Space for Exhibition Publicity Public Fund Private Fund Philanthropists Sponsorship Education Institutions Art Institutions Art Organisations Non-Government Organisations Government Table 1: Major drivers of creative placemaking. Creative Practices, as the first driver, aim to describe tangible outputs such as products, works of art, events, and festivals. Wyckoff defines projects and activities involving art, culture, and creative thinking as the driving forces of creative placemaking to create collective memory. In this regard, Mutero et al. emphasise the importance of listening and gathering stories, in which it associates definitions such as community, local knowledge, and context. Describing community participation as a tool to improve the development of a place, Kelkar et al. mention that it helps to change the perception of the community. In this context, it creates trust and relationships while building community identity and sense of belonging. Creative Placemakers, as the second driver, represent actors in creative placemaking. One of the six drivers suggested by Markusen and Gadwa for creating a successful place are the creative initiators. Borrup, on the other hand, underlines the role of crucial actors, named as creative placemakers, such as city planners, developers, artists, local policy makers. neighbourhood residents, and local audiences, who also take part in creative practices guided by artists, designers, and craftspeople. According to Gaumer et al. and Schupbach, local actors must be involved as partners to realise more effective successful creative placemaking practices. Similarly, Kelkar et al. argue that the relationships that are built on the collaborative nature of involving actors transform productivity and create social capital. Spatial Environment, as the third driver, focusses on the spaces of creative practices. Spatial environments can be referred to at different scales, such as the digital hubs, ateliers, maker spaces, and event areas such as art galleries and exhibition areas that bring creative placemakers together and enable them to produce together. According to Ellery et al., such spaces enhance the use of public spaces while providing a sense of aesthetics, security, and community. Wyckoff lists drivers of creative placemaking as art spaces where artistic, cultural, and creative projects take place, work and living spaces for the creative class, art, culture, and entertainment activities. Institutional Support, as the fourth driver, underlines the expectations of creative placemakers from institutions. The institutional support through networking provides a platform for creative placemakers to establish dialogue as well as opportunities for exhibition areas and performances. The importance of the support of institutions and organisations such as the public sector, private sector, NGOs, and sponsors are essential to creative placemaking practices. Particularly, cross-sector partnership between institutions such as education institutions, art institutions, art organisations, non-government organisations, and government plays an important role in art and design-based development (Markusen and Gadwa; Borrup). Emergence of Darağaç as an Art District Creative places are found at various scales, such as regions, districts, hubs, and studios, and constitute the very integral part of the creative city formation. They represent a high culture ground on which artists and designers can design, make, and exhibit art. The secret of the successful transformation of creative places lies in the spontaneity of their development. The spontaneously emerging creative places are found as the result of a bottom-up approach where the resident involvement in this transformation strengthens the bond between local people and the place. Spontaneous developments are visible where cultural producers come together to attract like-minded producers (Zukin & Braslow). Examples of this phenomenon include New York City's SoHo neighbourhood, Beijing's 798 Arts District, Kreuzberg in Berlin, and the Temple Bar district in Dublin (Goldenberg-Miller et al.). The development of a spontaneous art and design district starts with the coming together of artists, designers, and cultural workers to form a network. Factors strengthening the network and contributing to the success of the region include community perception, information exchange within the community, and working and living together (Kumer). Darağaç has very recently emerged as an art district in Umurbey neighbourhood in Izmir. Known formerly as an industrial zone, it now hosts small industries and artists. Darağaç Art District, home to pre-Republican era factories operated by non-Muslim minorities and nineteenth-century two-storey workers' residences, was developed in the twentieth century as an industrial zone hosting Şark Sanayi Electric Factory, İzmir Cotton Fabric Factory, and Sümerbank Basma Industry (Kayın qtd. in Pasin et al.). A small group of artists from Izmir settled in the region in 2013, in rented former workers' residences serving as studios and residences, and shortly afterwards the district started to attract more artists and designers (Darağaç Collective). Surrounded by inert and functionless industrial buildings, Darağaç Art District still maintains its industrial identity as well as hosting those on low incomes and providing artists with opportunity to live and produce (Kocaer). There has been an increasing dialogue established between the original inhabitants, mostly craftspeople, and the artists, especially after 2 craftspeople and 13 artists opened their first exhibitions in June 2016 (Darağaç Collective). Since then, Darağaç has evolved to an “art district”, home to many projects and national and international artists. This has greatly shaped the physical environment and neighbourhood identity in the Darağaç Art District (fig. 1). Fig. 1: The integration of artworks or installations with the physical environment and neighbourhood identity in the Darağaç Art District. (Source: Kanal.) For Yavuzcezzar, the main purpose of Darağaç is to provide a space or a common discourse for young artists to exhibit their works. Darağaç Art District hosts interdisciplinary art works covering painting, photography, sculpture, installation, video, and performance (Yavuzcezzar). Also, Children's Meetings held in Darağaç Art District aim to increase the engagement of children in the neighbourhood through culture and arts (Darağaç Collective). Kılınç et al. explain the three main factors contributing to the development of the Darağaç Art District: site specificity; collaborative art practice; and close personal relationships established between neighbours. The site specificity factor is defined as the expansion of production towards the street and the inert lots in the district, replacing the existing spatial configurations in the neighbourhood, which do not meet the needs of the artists. Collaborative art practice is defined as the exchange between local people and artists. Kılınç et al. argue that the productive roles of artists and craftspeople have enabled them to establish a cooperation. The third factor is the close relationship established between neighbours through the Darağaç Collective Association in 2020 (Kılınç et al.). This has been visible in one of the most influential projects, ‘Darağaç Bostan’, in Darağaç (fig. 2). Fig. 2: Co-creation efforts in the Darağaç Art District. (Source: Culture Civic.) The case of Darağaç illustrates a unique case of a spontaneously emerged art district and underlines the importance of creative placemaking drivers for bottom-up creative city strategies. The area has been a democratic space via meetings, exhibitions, and workshops (fig. 3). Fig. 3: Knowledge-sharing practices in the Darağaç Art District. (Source: Darağaç.) The Case of Darağaç The case study consists of site visits, visual mappings, use of snowball sampling for reaching the artists and craftspeople, and structured interviews, and discusses the major drivers of creative placemaking and how they are practiced in Darağaç in Izmir. First Studies The first site visit to the Darağaç Art District was conducted in November 2020. At the time, there were a total of 13 artists and over 30 craftspeople located in the area (fig. 4). Following this, the pilot survey was conducted in February 2021, with a total of six participants, four artists, and two craftspeople from Darağaç Art District. All six participants were interviewed face-to-face, and each survey took approximately 15-20 minutes. After feedback from the pilot study participants, several changes were made in the final version of the survey. The following image illustrates the spatial clustering of craftspeople and artists residing in the neighbourhood who participated in the study (fig. 4). Fig. 4: Darağaç Survey Map. The Survey and Findings The four above-mentioned main drivers of creative placemaking, namely creative practices, creative placemakers, spatial environment, and institutional support, were addressed by Likert-scale questions. In the framework of the previously identified creative placemaking drivers, the survey was carried out to collect the opinions of the art district residents and draw conclusions. The participants were classified into three categories: artists, designers, and craftspeople. The first part of the survey is composed of general questions (age, gender, field of study, etc.) to give an overall idea of the participants. In the following four sections, it was aimed to measure the major drivers of creative placemaking, categorised as creative practices, creative placemakers, spatial environment, and institutional support. The fifth part examined the spatiality of art and design-based development in Darağaç in terms of economic, environmental, cultural, and social aspects. The survey was conducted between February and March 2021 in Darağaç Art District. All the art district residents were contacted and the rate of return of surveys was approximately 50%. 58% of the participants were resident in the neighbourhood, 42% were non-resident. 42% of participants reported that they used shared workspaces; 58% used individual workspaces. According to the survey results, the driving forces that most contribute to the development of the region are creative practices (art and craft works), creative placemakers (artists, designers, and craftspeople), and spatial environment (place identity), followed by institutional support from public, private, and non-governmental organisations, respectively (fig. 5). Fig. 5: Contributions of drivers to creative placemaking in Darağaç. It seems that the interaction and collaboration grouped under creative practice contribute significantly to the development of Darağaç, closely followed by knowledge and skill exchange and the presence of art and design events, and, lastly, by the final products. Considering the role of placemakers in the spontaneous development of Darağaç, an art district, the findings reveal that artists make the greatest contribution, followed by designers and craftspeople, while the impact of the residents as placemakers is relatively low. The results for the place-based inspirations for creative placemakers show that the spatiality of placemaking has a considerable effect on the texture of the neighbourhood. For the placemakers in the district, the pre-existence of artists, designers, and craftspeople in Darağaç was one of the main reasons for locating there. The neighbourhood’s cultural and historical value and the communication with the local community have equal importance in terms of their contribution to the spontaneous development. Finally, we examine institutional support as the final driver, which falls behind the other three, as seen in fig. 5. Only 38% of the participants reported that they were able to collaborate with an institution before, while only 38% managed to receive financial support. According to the results, the main three actors supporting the grassroots activities through collaborations are art organisations, universities, and municipalities. The results also show that the financial support through funding comes mainly from the existing associations and public authorities. Evaluation The results obtained from the case study show that cultural exchange has been the most influential factor in art and design-based development. Regarding the creative placemaking drivers, dialogue between the residents of the neighborhood has considerably increased as they share and exchange knowledge and skills since the art district development spontaneously started. Changing perceptions of the neighborhood residents through time and their growing relationship with art, design, and crafts have greatly contributed to the emergence of an art district. When we examine the art and design-based development, it is visible that the neighbourhood has evolved to a more attractive and atmospheric space for art and design practices. The results underline the role of solidarity and sense of belonging for strengthening the community engagement. We can also argue that the adaptive reuse of vacant spaces and the design of possible exhibition spaces have dramatically changed the identity of the space. However, the economic impacts of spontaneous art and design-based development have remained moderate with regard to the creation of auxiliary sectors to the production process, creating new jobs and income opportunities and having a self-sufficient economy. Conclusion Since 2010, the placemaking process has been more sensitive, with the help of increased human input and indication of co-creation tactics through creative placemaking. Creative placemaking has been reshaped along the creative city policies and strategies. Before the conceptualisation of creative placemaking, many authors (see Jones; Weitz; Wositzsky), had referred to the link between art and community development, and highlighted how artists, art societies and local communities are positively affected by using art as a tool for the community. Within this context, this article provides a relatively more comprehensive approach to art and design-based development within the framework of creative placemaking for the creative cities of today. It examines and categorises the creative placemaking components, and explores how these components work and how they contribute to spontaneous art district development through the case of Darağaç, Izmir, in Turkey, a place where artists, designers, and craftspeople live and produce together. Culture and creativity as significant tools for economic development and urban renewal are found in many of the recent planning strategies (Codignola). The creative economy, cultural tourism, and creative placemaking have encouraged communities to use art for economic benefit (Gallagher et al.). According to Grodach, art and design spaces can contribute to tourism by attracting visitors from the immediate environment while providing employment opportunities to local artists and thus contributing to individual well-being and local economic development. Although this does not have the power to eliminate problems such as displacement, unemployment, and social exclusion, it makes a great contribution to urban inequality (Grodach). The four main drivers, creative practices, creative placemakers, spatial environment, and institutional support, all play a significant role in the emergence of Darağaç as an art district. The most influential driver, that of creative practices, highlights the importance of art and design production and events and festivals as creative practices, indicating a high concentration of local assets and tacit knowledge. Secondly, placemakers have a considerable importance in the spontaneous transformation from an industrial zone to an art district with regard to craftspeople’s and designers’ living and work environments. Also, their collective attitude towards the local residents in the area seems to have significantly contributed to this development through skill exchange, community involvement, and co-creation. Thirdly, the spatial environment, originating in the 1930s, and the available amenities have a great influence on the identity formation of the district. Lastly, the available institutional support underlines the strong role of art and design in economic development. However, Darağaç Art District has yet to receive sufficient support from the institutions, and tries to sustain its organic structure by operating as a self-sufficient entity. In further studies, additional drivers must be examined on an individual basis to arrive at policy suggestions, due to the strategic importance of building a feeling of place in the attraction and retention of creative talent. For the policy recommendations, it is important that the current urban agenda should present a combination of characteristics derived from the framework of creative placemaking for building better and more habitable creative places, rather than focussing solely on the more visible economic and physical urban goals. 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Welcome to the world of pop. Even to announce this issue in such a way seems like a quaint anachronism, a mild nostalgia; the expression echoes the voices of countless TV presenters on Top of the Pops, Beat Club, Countdown, or whatever your local variety was. This association demonstrates that pop has been historically located in the arts and in popular culture as something connected to the 1960s: not so much to the politicisation of musical intent that embodied the late sixties, but to the current of the three-minute-or-less love song, the early Beatles, the vacant but loving repeat of Andy Warhol and his images. The Archies kept it going into the late sixties along with the Monkees and the 1910 Fruitgum Company's beautiful pop bubble "Yummy Yummy Yummy I've Got Love in My Tummy". What pop implied retrospectively was a clear sentiment of unity even as it set up binarisms that separated the serious and significant in popular culture from the ephemera and the momentary, with the perishable products of pop apparently placed quite clearly on the lighter side. This is why there is a nostalgic association between pop and the world: pop implies a simpler unity of the world that is carried momentarily by the pleasure of the song, the image, the dance. It is also why we associate pop with the transitional moments in our lives: it is the music of preteendom, the images of early youth and the moment of unselfconscious dancing to and in front of this aural and visual landscape provided by the very core of the transnational (read "world") culture industries. Those affective connections to cultural products is what pop art plays with and makes the viewer ponder. At the same time, pop styles also move beyond the preteen stage, grow up and change: within the space of a decade, "Yummy Yummy Yummy" mutated to The Buggles' "Video Killed the Radio Star"; within a similar space of years, a suntanned, mirrorshaded George Michael in Wham! became a Sony-battling (mis)user of public toilets; and eventually, even the once united quintamfeminate of Spice World seems inevitably on the course towards diadochal wars. As much as we may look back on personal and public memories with fondness, pop isn't forever caught in a static McHappyland, where nothing ever changes. Or perhaps that is to say that these (and other) pop styles aren't: beyond the stylistic formations, there seems to be a deeper kind of pop, a kind of primordial soup of popness from which a particular species of pop evolves every once in a while, matures, mutates, and discovers whether it is capable of survival even once it's left home. The momentary pleasure of pop is never completely compartmentalised into an historical moment, however much British popular music documentaries try to produce that effect, or however much the postwar generation venerate their particular liminal moments of the 1960s as the most significant. Pop is regenerative. Just when one thinks that the various strands of popular culture have organised themselves completely into niche markets we have the will-to- worldpop, with something like Spice World or Aqua's Barbie Girl. The term 'pop sensibility' -- sensibility to an underlying 'popness' which doesn't equate with any particular style of pop, but pervades all of them -- is useful here, and it informs some of the articles in this issue. Pop sensibility is an understanding of the pleasure generated by popular culture, and recognises that in some ways they point to complex relationships between people and cultural forms. It is difficult to explain why one of our editors (David) enjoys a hit by the boygroup Five while the other (Axel) has serious difficulties telling one boygroup from another, or from many of the more forgettable members of the Stock/Aitken/Waterman stable of the early 80s; but it is partly connected to seeing through the various generations of musical style a pop sensibility that has something to do with accessibility and the pleasure generated by that complex simplicity. Pop engages us with what Fiske described as the "art of making do" and thereby is a conduit to the operations of contemporary culture, industrially and culturally. The 'pop' issue of M/C explores this pop sensibility or, in some cases, a pop sensitivity through a variety of channels that should onomatopoeically "pop" into your thinking processes. Martin Laba's feature article "Picking through the Trash" provides the pin to burst cultural studies' reading of the popular bubble, by identifying and then working through the meaning of the supposed detritus of popular culture that doesn't possess the cultural cache of either 'marginal' or 'hip' status. His inspiration remains Don DeLillo's White Noise for its celebration and lament of the popular as it is organised through consumer culture and the various uses made of the apparent ephemera of contemporary culture. Pop, from Laba's perspective, remains the source for understanding the deep structure of the contemporary, and through detailed investigation in the tradition of DeLillo we can unearth the organisation of cultural value. Sean Smith also dances in the light of consumer culture in his tragicomic "Ya Bloody Cappie!", through his sudden realisation that his hard-working consumption practices had been appropriated as a popular culture practice and demographically defined in a way that made them seem as contrived and deplorable as those of the 1980s yuppie. The identification of the cappie, the Face-designed acronym for Consumer of Alternative Pricey Products, presents a crisis of persona for Smith, and leads to a perceptive reading of this shift as evidence of a new "class formation" through a shifted organisation of the self via a form of exclusive cultural capital. Such media stereotyping gone wrong may be partly behind the atrocities committed by members of the often-quoted "trenchcoat mafia" at Littleton, Colorado, but the media have turned a predictably blind eye to their own complicity in the shootings. In "Seen But Not Heard: Pop Culture Scapegoats and the Media Discourse Hierarchy", Nick Caldwell investigates the incredibly repetitive media patterning of establishing cause and effect relationships between outbreaks of youth violence and the usual suspects of cultural artefacts: 'satanic' popular music and grossly violent and antisocial computer games. Caldwell's article finds the discursive proliferation sadly familiar as the media looks to popular culture to stitch together its neverending narrative without the requisite sideways glance at the cultural context of violence. Benign or malignant, media power is also evident in the excitement leading up to and surrounding the release of Star Wars: The Phantom Menace, and we simply couldn't pass by this major artefact of current pop culture in this issue. In many ways, Tara Brabazon's "A Red Light Sabre to Go and Other Histories of the Present" is a process of excavation of popular cultural memory. In an elaborate reclamation program, Brabazon establishes Star Wars as a generational benchmark for a certain affectivity or -- in our terms -- pop sensibility that intersects with how cultural experiences are received by that same generation. Linking the Star Wars generation with Generation X (and her academic/pop self), Brabazon weaves a shifted tapestry of the significance of cultural memory in working out contemporary engagements with culture, and thereby presents whole new territories for the investigation of what Raymond Williams called "the structure of feeling". Cultural studies academics unimpressed with George Lucas's storytelling abilities have plenty of other fields to cover, too, though. Diane Railton's "Justify My Love: Popular Culture and the Academy" provides an invigilating examination of where academics have engaged with popular culture. Her critique is with what may be called new Bourdieuian 'distinctions', where popular music is reintegrated into cultural judgments of taste and thereby simply recategorised with shifted monikers of high (legitimate) and low (illegitimate) designations. Railton calls for a realisation of the political nature of academic work on popular culture that moves beyond this new and shifted constitution of cultural elitism. One of the key divides in research into popular music is about authenticity, which often gets reorganised into new categorisations of cultural value. In "Seeing Sound, Hearing Image: 'Remixing' Authenticity in Popular Music Studies" Steve Jones has provided a map through the debates in popular music studies on how the authentic is deployed by scholars. Jones situates the significance of affect in understanding the pop aesthetic and provides some material for how new technologies are shifting the ground on which popular music's authenticity has been built. Two of the remaining articles in this issue also deal with authenticity in various ways, if not necessarily as the term is used by Jones. In the first of these, "Painting Out Pop: 'Andy Warhol' as a Character in 90s Films", Julie Turnock traces more or less authentic portrayals of Andy Warhol (what would a 'pop' issue be without him?) in recent movies. She uncovers how Andy Warhol's blank visage sits uncomfortably with the narrative and content of three films that need the richness of a normative biography. In the process, the films cannot deal with the conceptualisation of pop that Warhol embodied as an artist, where content disappears to surface and repetition. The celebrity persona of Warhol in its contentlessness is Warhol's ultimate canvas, but the films miss this completely. Where Warhol's celebrity refuses its biopic, David Riddell discovers that sports god Wayne Gretzky's retirement reproduces naturally and seamlessly the spectacle of ice hockey into a movie narrative. Riddell's "Wayne's World: The Making of a Hockey Movie" is a close textual reading of Wayne Gretzky's last game in terms of heavily pre- planned causation which transforms the pleasures of the unexpected that are part of watching any sporting event into the constructed celebrity spectacle, throwing into doubt its authenticity as a sports contest. The blur of speed and spontaneity that is ice hockey becomes the blur of celebrity where fact and fabrication are melted together. Warhol and Gretzky (there's an unexpected pairing!) as media superstars both represent the way pop is defined by the cultural industries in all its crassness and oversimplification; frequently, though, the media's attention is self- centred, in a continuous desire to rate their popularity and measure it against those of their rivals. Axel Bruns's "What's Pop, and What's Not? Measuring Popularity in the Many-to-Many Age" questions the meaningfulness of these ratings, and debates the significance of the ways the Internet determines popularity (for example through the ubiquitous counters). Playing against the need to construct an audience to sell to someone (and advertisers are of course always welcome at the bustling M/C site itself) is the manner in which the Internet is constructed, used and abused by its surfers. The mythic models of measuring the television audience prove to be inadequate to describe the forms of interactions and sideward hypertext movements on the contemporary Web. Nevertheless, the counting goes on.... Finally, we turn to myths of a different kind. There is a certain pop sensitivity that Adam Dodd's article, "Making It Unpopular: The CIA and UFOs in Popular Culture" identifies in 1950s America. Dodd's provocatively argued piece indicates that a fear of mass hysteria motivated moves by the CIA and other government agencies to debunk through apparent explanation any possibility that UFOs actually existed and were seen. The desire to believe was so strong in the popular will that the American agencies felt compelled to work in propagandistic techniques to manipulate that belief. Although we may never know with the amount of propaganda and misinformation masquerading as fact, Dodd presents an interesting case study in the government control and movement of information about a popular cultural phenomenon. From "Yummy Yummy Yummy" to White Noise, from Warhol to Gretzky, from satanic music to academically accepted 'pop', from Star Wars to 'real' UFOs, the scope of this issue of M/C demonstrates the wide reach and diversity of 'the popular'. As issue editors, we hope it will also prove popular with our readers (a pun which had to be made eventually), and won't leave the shallow aftertaste of so much average pop. Much rather, we'd like you to remember once again those 60s pop music shows and agree that "it's a hit!" (And feel free to hit M/C's pages frequently and repeatedly.) P. David Marshall Axel Bruns 'Pop' Issue Editors Citation reference for this article MLA style: P. David Marshall, Axel Bruns. "Editorial: 'Pop'." M/C: A Journal of Media and Culture 2.4 (1999). [your date of access] <http://www.uq.edu.au/mc/9906/edit.php>. Chicago style: P. David Marshall, Axel Bruns, "Editorial: 'Pop'," M/C: A Journal of Media and Culture 2, no. 4 (1999), <http://www.uq.edu.au/mc/9906/edit.php> ([your date of access]). APA style: P. David Marshall, Axel Bruns. (1999) Editorial: 'Pop'. M/C: A Journal of Media and Culture 2(4). <http://www.uq.edu.au/mc/9906/edit.php> ([your date of access]).

IntroductionTraditionally, suburbs have been conceived as dormitory – in binary opposition to the inner-city (Powell). Supporting this stereotypical view have been gendered binaries between inner and outer city areas; densely populated vs. sprawl; gentrified terraces and apartment culture vs. new estates and first home buyers; zones of (male) production and creativity against (female) sedate, consumer territory. These binaries have for over a decade been thoroughly criticised by urban researchers, who have traced such representations and demonstrated how they are discriminatory and incorrect (see Powell; Mee; Dowling and Mee). And yet, such binaries persist in popular media commentaries and even in academic research (Gibson and Brennan-Horley). In creative city research, inner-city areas have been bestowed with the supposed correct mix of conditions that may lead to successful creative ventures. In part, this discursive positioning has been borne out of prior attempts to mapthe location of creativity in the city. Existing research on the geography of creativity in the city have relied on proxy data forms: mapping data on firms and/or employment in the creative industry sectors (e.g. Gibson, Murphy and Freestone; Markusen et al.; Watson). In doing so, the focus has rested on “winners” – i.e. headquarters of major arts and cultural institutions located in inner city/CBD locations, or by looking for concentrations of registered creative businesses. Such previous studies are useful because they give some indication of the geographical spread and significance of creative activities in cities, and help answer questions about the locational preferences of creative industries, including their gravitational pull towards each other in an agglomerative sense (Scott). However, such studies rely on (usually) one proxy data source to reveal the presence of creative activities, rather than detail how creativity is itself apparent in everyday working lives, or embedded in the spaces, networks and activities of the city. The latter, more qualitative aspects of the lived experience of creativity can only at best be inferred from proxy data such as employment numbers and firm location. In contrast, other researchers have promoted ethnographic methods (Drake; Shorthose; Felton, Collis and Graham) including interviewing, snowballing through contacts and participant observation, as means to get ‘inside’ creative industries and to better understand their embeddedness in place and networks of social relations. Such methods provide rich explanation of the internal dynamics and social logics of creative production, but having stemmed from text-based recorded interviews, they produce data without geographical co-ordinates necessary to be mapped in the manner of employment or business location data – and thus remain comparatively “aspatial”, with no georeferenced component. Furthermore, in such studies relational interactions with material spaces of home, work and city are at best conveyed in text form only – from recorded interviews – and thus cannot be aggregated easily as a mapped representation of city life. This analysis takes a different tack, by mapping responses from interviews, which were then analysed using methods more common in mapping and analysing proxy data sources. By taking a qualitative route toward data collection, this paper illustrates how suburbs can actually play a major role in creative city economies, expanding understandings of what constitutes a creative workplace and examining the resulting spatial distributions according to their function. Darwin and the Creative Tropical City Project This article draws on fieldwork carried out in Darwin, NT a small but important city in Australia’s tropical north. It is the government and administration capital of the sparsely populated Northern Territory and continues to grapple with its colonial past, a challenging climate, small population base and remoteness from southern centres. The city’s development pattern is relatively new, even in Australian terms, only dating back to the late 1970s. After wholesale destruction by Cyclone Tracy, Darwin was rebuilt displaying the hallmarks of post-1970 planning schemes: wide ring-roads and cul-de-sacs define its layout, its urban form dominated by stout single-story suburban dwellings built to withstand cyclonic activity. More recently, Darwin has experienced growth in residential tower block apartments, catering to the city’s high degree of fly-in, fly-out labour market of mining, military and public service workers. These high rise developments have been focussed unsurprisingly on coastal suburbs with ample sections of foreshore. Further adding to its peculiar layout, the geographic centre is occupied by Darwin Airport (a chief military base for Australia’s northern frontier) splitting the northern suburbs from those closer to its small CBD, itself jutting to the south on a peninsula. Lacking then in Darwin are those attributes so often heralded as the harbingers of a city’s creative success – density, walkability, tracts of ex-industrial brownfields sites ripe for reinvention as creative precincts. Darwin is a city dominated by its harsh tropical climate, decentralised and overtly dependant on private car transport. But, if one cares to look beyond the surface, Darwin is also a city punching above its weight on account of the unique possibilities enabled by transnational Asian proximity and its unique role as an outlet for indigenous creative work from across the top of the continent (Luckman, Gibson and Lea). Against this backdrop, Creative Tropical City: Mapping Darwin’s Creative Industries (CTC), a federally funded ARC project from 2006 to 2009, was envisaged to provide the evidential base needed to posit future directions for Darwin’s creative industries. City and Territory leaders had by 2004 become enchanted by the idea of ‘the creative city’ (Landry) – but it is questionable how well these policy discourses travel when applied to disparate examples such as Darwin (Luckman, Gibson and Lea). To provide an empirical grounding to creative city ideas and to ensure against policy fetishism the project was developed to map the nature, extent and change over time of Darwin’s creative industries and imagine alternate futures for the city based on a critical appraisal of the applicability of national and international creative industry policy frameworks to this remote, tropical location (Lea et al.). Toward a Typology of Darwin’s Creative Workplaces This article takes one data set gathered during the course of the CTC project, based around a participatory mapping exercise, where interviewees responded to questions about where creative industry activities took place in Darwin by drawing on paper maps. Known as mental maps, these were used to gather individual representations of place (Tuan), but in order to extend their applicability for spatial querying, responses were transferred to a Geographic Information System (GIS) for storage, collation and analysis (Matei et al.). During semi-structured interviews with 98 Darwin-based creative industry practitioners, participants were provided with a base map of Darwin displaying Statistical Local Area (SLA) boundaries and roads for mark up in response to specific questions about where creative activities occurred (for more in depth discussion of this method and its varied outputs, refer to Brennan-Horley and Gibson). The analysis discussed here only examines answers to one question: “Where do you work?” This question elicited a total of 473 work locations from 98 respondents – a fourfold increase over statistics gleaned from employment measures alone (Brennan-Horley). Such an increase resulted from participants identifying their everyday work practices which, by necessity, took place across multiple locations. When transferring the spatial location of workplaces into the GIS, each site was coded depending on whether it was cited by the interviewee as their “major” or primary place of work, or if the place being discussed played a secondary or “minor” role in their creative practice. For example, an artist’s studio was categorised as major, but other minor sites also featured in their mental maps, for example, galleries, supply locations and teaching sites. Each worksite was then assigned to one of four categories: Front, Back, Networking and Supply (Table 1). In a similar fashion to McCannell’s work on the “front and back regions” of tourist towns (597), the creative industries, predicated on the production and exchange of texts, objects and ideas also display front spaces of sorts – sites that facilitate interactions between practitioner and audiences, spaces for performance and consumption. Operating behind these front spaces, are sites where creative endeavours take place – perhaps not as so readily seen or engaged with by wider publics. For example, a rehearsal room, artist’s studio or a theatre company’s office may not be key sites of interaction between creator and audience but remain nonetheless important sites of creative work. However, a binary of Front versus Back could not encapsulate the variety of other everyday, prosaic work sites evident in the data. Participants indicated on their maps visits to the post office to send artworks, going to Bunnings to buy paint (and inadvertently networking with others), through to more fleeting spaces such as artist materials fossicked from parklands to photoshoot locations. These supply sites (each themselves positioned along a continuum of “creative” to “mundane”) were typified as supply locations: sites that act as places to gather inputs into the creative process. Finally, sites where meetings and networking took place (more often than not, these were indicated by participants as occurring away from their major work place) were assigned under a heading of networking spaces. Table 1: A typology of creative workplaces Space Definition Coded examples Front A space for consumption/exchange of creative goods, outputs or expertise. Performance space, Market, Gallery, Client Location, Shopfront, Cinema, Exhibition space, Museum, Festival space Back A site of production, practice or business management Office, Studio, Rehearsal Space, Teaching Space, Factory, Recording Studio Networking A space to meet clients or others involved in creative industries Meeting places Supply Spaces where supplies for creative work are sourced Supplier, Photoshoot Location, Story Location, Shoot Location, Storage Coding data into discrete units and formulating a typology is a reductive process, thus a number of caveats apply to this analysis. First there were numerous cases where worksites fell across multiple categories. This was particularly the case with practitioners from the music and performing arts sector whose works are created and consumed at the same location, or a clothing designer whose studio is also their shopfront. To avoid double counting, these cases were assigned to one category only, usually split in favour of the site’s main function (i.e. performance sites to Front spaces). During interviews, participants were asked to locate parts of Darwin they went to for work, rather than detail the exact role or name for each of those spaces. While most participants were forthcoming and descriptive in their responses, in two percent of cases (n=11) the role of that particular space was undefined. These spaces were placed into the “back” category. Additionally, the data was coded to refer to individual location instances aggregated to the SLA level, and does not take into account the role of specific facilities within suburbs, even though certain spaces were referred to regularly in the transcripts. It was often the case that a front space for one creative industry practitioner was a key production site for another, or operated simultaneously as a networking site for both. Future disaggregated analyses will tease out the important roles that individual venues play in Darwin’s creative economy, but are beyond this article’s scope. Finally, this analysis is only a snapshot in time, and captures some of the ephemeral and seasonal aspects of creative workplaces in Darwin that occurred around the time of interviewing. To illustrate, there are instances of photographers indicating photo shoot locations, sites that may only be used once, or may be returned to on multiple occasions. As such, if this exercise were to be carried out at another time, a different geography may result. Results A cross-tabulation of the workplace typology against major and minor locations is given in Table 2. Only 20 per cent of worksites were designated as major worksites with the remaining 80 per cent falling into the minor category. There was a noticeable split between Back and Front spaces and their Major/Minor designation. 77 per cent of back spaces were major locations, while the majority of Front spaces (92 per cent) fell into the minor category. The four most frequently occurring Minor Front spaces – client location, performance space, markets and gallery – collectively comprise one third of all workplaces for participants, pointing to their important role as interfacing spaces between creative output produced or worked on elsewhere, and wider publics/audiences. Understandably, all supply sites and networking places were categorised as minor, with each making up approximately 20 per cent of all workplaces. Table 2: creative workplaces cross tabulated against primary and secondary workplaces and divided by creative workplace typology. Major Minor Grand Total Back Office 44 1 45 Studio 22 - 22 Rehearsal Space 7 11 18 Undefined - 11 11 Teaching Space 3 1 4 Factory 1 - 1 Recording Studio 1 - 1 Leanyer Swamp 1 - 1 Back space total 79 24 103 Front Client Location - 70 70 Performance Space 2 67 69 Market 1 11 12 Gallery 3 8 11 Site - 8 8 Shopfront 1 3 4 Exhibition Space - 3 3 Cinema 2 1 3 Museum 1 1 2 Shop/Studio 1 - 1 Gallery and Office 1 - 1 NightClub 1 - 1 Festival space - 1 1 Library 1 - 1 Front Space total 14 173 187 Networking Meeting Place - 94 94 Networking space total - 94 94 Supply Supplier - 52 52 Photoshoot Location - 14 14 Story Location - 9 9 Shoot Location - 7 7 Storage - 4 4 Bank - 1 1 Printer - 1 1 Supply Space total - 88 88 Grand Total 93 379 472 The maps in Figures 1 through 4 analyse the results spatially, with individual SLA scores provided in Table 3. The maps use location quotients, representing the diversion of each SLA from the city-wide average. Values below one represent a less than average result, values greater than one reflecting higher results. The City-Inner SLA maintains the highest overall percentage of Darwin’s creative worksites (35 per cent of the total) across three categories, Front, Back and especially Networking sites (60 per cent). The concentration of key arts institutions, performance spaces and CBD office space is the primary reason for this finding. Additionally, the volume of hospitality venues in the CBD made it an amenable place to conduct meetings away from major back spaces. Figure 1: Back spaces by Statistical Local Areas Figure 2: Front spaces by Statistical Local Areas Figure 3: Networking sites, by Statistical Local Areas Figure 4: Supply sites by Statistical Local Areas However this should not deter from the fact that the majority of all worksites (65 per cent) indicated by participants actually reside in suburban locations. Numerically, the vast majority (70 per cent) of Darwin’s Front spaces are peppered across the suburbs, with agglomerations occurring in The Gardens, Fannie Bay, Nightcliff and Parap. The Gardens is the location for Darwin’s biggest weekly market (Mindl Beach night market), and a performance space for festivals and events during the city’s long dry season. Mirroring more the cultures of its neighbouring SE Asian counterparts, Darwin sustains a vibrant market culture unlike that of any other Australian capital city. As the top end region is monsoonal, six months of the year is guaranteed to be virtually rain free, allowing for outdoor activities such as markets and festivals to flourish. Markets in Darwin have a distinctly suburban geography with each of the three top suburban SLAs (as measured by Front spaces) hosting a regular market, each acting as temporary sites of networking and encounter for creative producers and audiences. Importantly, over half of the city’s production sites (Back spaces) were dispersed across the suburbs in two visible arcs, one extending from the city taking in Fannie Bay and across to Winnellie via Parap, and through the northern coastal SLAs from Coconut Grove to Brinkin (Figure 1). Interestingly, 85 per cent of all supply points were also in suburban locations. Figure 4 maps this suburban specialisation, with the light industrial suburb of Winnellie being the primary location for Darwin’s creative practitioners to source supplies. Table 3: Top ten suburbs by workplace mentions, tabulated by workplace type* SLA name Front Back Networking Supply Workplace total Inner City/CBD City - Inner 56 (29.9%) 35 (36%) 57 (60.6%) 13 (14.8%) 162 (34.3%) Inner City Total 56 (29.9%) 35 (36%) 57 (60.6%) 13 (14.8%) 162 (34.3%) Top 10 suburban The Gardens 30 (16%) 3 (2.9%) 6 (6.4%) 5 (5.7%) 44 (9.3%) Winnellie 3 (1.6%) 7 (6.8%) 1 (1.1%) 24 (27.3%) 35 (7.4%) Parap 14 (7.5%) 4 (3.9%) 6 (6.4%) 9 (10.2%) 33 (7%) Fannie Bay 17 (9.1%) 5 (4.9%) 4 (4.3%) 2 (2.3%) 28 (5.9%) Nightcliff 14 (7.5%) 7 (6.8%) 2 (2.1%) 4 (4.5%) 27 (5.7%) Stuart Park 4 (2.1%) 8 (7.8%) 4 (4.3%) 4 (4.5%) 20 (4.2%) Brinkin 1 (0.5%) 8 (7.8%) 9 (9.6%) 2 (2.3%) 20 (4.2%) Larrakeyah 5 (2.7%) 5 (4.9%) 1 (1.1%) 3 (3.4%) 14 (3%) City - Remainder 5 (2.7%) 2 (1.9%) 0 (0%) 6 (6.8%) 13 (2.8%) Coconut Grove 3 (1.6%) 4 (3.9%) 1 (1.1%) 4 (4.5%) 12 (2.5%) Rapid Creek 3 (1.6%) 6 (5.8%) 0 (0%) 0 (0%) 9 (1.9%) Suburban Total** 131 (70.1%) 67 (65%) 37 (39.4%) 75 (85%) 310 (65.7%) City-Wide Total 187 103 94 88 472 *All percentages calculated from city- wide total **Suburban total row includes all 27 suburbs, not just top tens Discussion There are two key points to take from this analysis. First, the results show the usefulness of combining in-depth qualitative research with GIS mapping methods. Interviewing creative workers about where activities in their working days (or nights) take place, rather than defaulting to incomplete industry statistics can reveal a more comprehensive view of where creative work manifests in the city. Second, the role that multiple, decentred and often suburban facilities played as sites of supply, production and consumption in Darwin’s creative economy leads theories about the spatiality of creativity in the city in new directions. These results clearly show that the cultural binaries that theorists have assumed shape perceptions of the city and its suburbs do not appear in this instance to be infusing the everyday nature of creative work in the city. What was revealed by this data is that creative work in the city creates a variegated city produced through practitioners’ ordinary daily activities. Creative workers are not necessarily resisting or reinventing ideas of what the suburbs mean, they are getting on with creative work in ways that connect suburbs and the city centre in complex – and yet sometimes quite prosaic – ways. This is not to say that the suburbs do not present challenges for the effective conduct of creative work in Darwin – transport availability and lack of facilities were consistently cited problems by practitioners – but instead what is argued here is that ways of understanding the suburbs (in popular discourse, and in response in critical cultural theory) that emanate from Sydney or Los Angeles do not provide a universal conceptual framework for a city like Darwin. By not presuming that there is a meta-discourse of suburbs and city centres that everyone in every city is bound to, this analysis captured a different geography. In conclusion, the case of Darwin displayed decentred and dispersed sites of creativity as the norm rather than the exception. Accordingly, creative city planning strategies should take into account that decentralised and varied creative work sites exist beyond the purview of flagship institutions and visible creative precincts. References Brennan-Horley, Chris. “Multiple Work Sites and City-Wide Networks: A Topological Approach to Understanding Creative Work.” Australian Geographer 41 (2010): 39-56. ———, and Chris Gibson. “Where Is Creativity in the City? Integrating Qualitative and GIS Methods.” Environment and Planning A 41 (2009): 2295–2614.Collis, Christy, Emma Felton, and Phil Graham. “Beyond the Inner City: Real and Imagined Places in Creative Place Policy and Practice.” The Information Society 26 (2010): 104-112. Dowling, Robyn, and Kathy Mee. “Tales of the City: Western Sydney at the End of the Millennium.” Sydney: The Emergence of a World City. Ed. John Connell. Melbourne: Oxford UP, 2000. Drake, Graham. “‘This Place Gives Me Space’: Place and Creativity in the Creative Industries.” Geoforum 34 (2003): 511–524. Felton, Emma, Christy Collis and Phil Graham. “Making Connections: Creative Industries Networks in Outer-Suburban Locations.” Australian Geographer 41 (2010): 57-70. Gibson, Chris, and Chris Brennan-Horley. “Goodbye Pram City: Beyond Inner/Outer Zone Binaries in Creative City Research.” Urban Policy and Research 24 (2006): 455–71. ———, Peter Murphy, and Robert Freestone. “Employment and Socio-Spatial Relations in Australia's Cultural Economy.” Australian Geographer 33 (2002): 173-189. Landry, Charles. The Creative City: A Toolkit for Urban Innovators. London: Comedia/Earthscan, 2000. Lea, Tess, Susan Luckman, Chris Gibson, Donal Fitzpatrick, Chris Brennan-Horley, Julie Willoughby-Smith, and Karen Hughes. Creative Tropical City: Mapping Darwin’s Creative Industries. Darwin: Charles Darwin University, 2009. Luckman, Sue, Chris Gibson, and Tess Lea. “Mosquitoes in the Mix: How Transferable Is Creative City Thinking?” Singapore Journal of Tropical Geography (2009): 30, 47-63. Markusen, Ann, Gregory Wassall, Douglas DeNatale, and Randy Cohen. “Defining the Creative Economy: Industry and Occupational Approaches.” Economic Development Quarterly 22 (2008): 24-45. Matei, Sorin, Sandra Ball-Rokeach, and Jack Qiu. “Fear and Misperception of Los Angeles Urban Space: A Spatial-Statistical Study of Communication-Shaped Mental Maps.” Communication Research 28 (2001): 429-463. McCannell, Dean. “Staged Authenticity: Arrangements of Social Space in Tourist Settings.” The American Journal of Sociology 79 (1973): 589-603. Mee, Kathy. “Dressing Up the Suburbs: Representations of Western Sydney.” Metropolis Now: Planning and the Urban in Contemporary Australia Eds. Katherine Gibson and Sophie Watson. Sydney: Pluto Press, 1994. 60–77. Powell, Diane. Out West: Perceptions of Sydney’s Western Suburbs. Sydney: Allen and Unwin, 1993. Shorthose, Jim. “Accounting for Independent Creativity in the New Cultural Economy.” Media International Australia 112 (2004): 150-161. Scott, Allen J. The Cultural Economy of Cities. London: Sage, 2000. Tuan, Yi-Fu. “Images and Mental Maps.” Annals of the Association of American Geographers 65 (1975): 205-213. Watson, Allan. “Global Music City: Knowledge and Geographical Proximity in London’s Recorded Music Industry.” Area 40 (2008): 12–23.

IntroductionThis short article examines contemporary artistic use of walkie-talkies across two projects: Saturday (2002) by Sabrina Raaf and Walk That Sound (2014) by Lukatoyboy. Drawing on Dominic Pettman’s notion of sonic intimacy, I argue that both artists incorporate walkie-talkies as part of their explorations of mediated wandering, and in ways that seek to capture sonic ambiances and intimacies. One thing that is striking about both these works is that they rethink what’s possible with walkie-talkies; both artists use them not just as low-tech, portable devices for one-to-one communication over distance, but also—and more strikingly—as (covert) recording equipment for capturing, while wandering, snippets of intimate conversation between passers-by and the “voice” of the surrounding environment. Both artworks strive to make the familiar strange. They prompt us to question our preconceived perceptions of, and affective engagements with, the people and places around us, to listen more attentively to the voices of others (and the “Other”), and to aurally inhabit in new ways the spaces and places we find ourselves in and routinely pass through.The walkie-talkie is an established, simple communication device, consisting of a two-way radio transceiver with a speaker and microphone (in some cases, the speaker is also used as the microphone) and an antenna (Wikipedia). Walkie-talkies are half-duplex communication devices, meaning that they use a single radio channel: only one radio on the channel can transmit at a time, but many can listen; when a user wishes to talk, they must turn off the receiver and turn on the transmitter by pressing a push-to-talk button (Wikipedia). In some models, static—known as squelch—is produced each time the push-to-talk button is depressed. The push-to-talk button is a feature of both projects: in Saturday, it transforms the walkie-talkie into a cheap, portable recorder-transmitter. In Walk That Sound, rapid fire exchanges of conversation using the push-to-talk button feature strongly.Interestingly, walkie-talkies were developed during World War Two. While they continue to be used within certain industrial settings, they are perhaps best known as a “quaint” household toy and “fun tool” (Smith). Early print ads for walkie-talkie toys marketed them as a form of both spyware for kids (with the Gabriel Toy Co. releasing a 007-themed walkie-talkie set) and as a teletechnology for communication over distance—“how thrilling to ‘speak through space!’”, states one ad (Statuv “New!”). What is noteworthy about these early ads is that they actively promote experimental use of walkie-talkies. For instance, a 1953 ad for Vibro-Matic “Space Commander” walkie-talkies casts them as media transmission devices, suggesting that, with them, one can send and receive “voice – songs – music” (Statuv “New!”). In addition, a 1962 ad for the Knight-Kit walkie-talkie imagines “you’ll find new uses for this exciting walkie-talkie every day” (Statuv “Details”). Resurgent interest in walkie-talkies has seen them also promoted more recently as intimate tools “for communication without asking permission to communicate” (“Nextel”); this is to say that they have been marketed as devices for synchronous or immediate communication that overcome the limits of asynchronous communication, such as texting, where there might be substantial delays between the sending of a message and receipt of a response. Within this context, it is not surprising that Snapchat and Instagram have also since added “walkie-talkie” features to their messaging services. The Nextel byline, emphasising “without asking permission”, also speaks to the possibilities of using walkie-talkies as rudimentary forms of spyware.Within art practice that explores mediated forms of wandering—that is, walking while using media and various “remote transmission technologies” (Duclos 233)—walkie-talkies hold appeal for a number of reasons, including their particular aesthetic qualities, such as the crackling or static sound (squelch) that one encounters when using them; their portability; their affordability; and, the fact that, while they can be operated on multiple channels, they tend to be regarded primarily as devices that permit two-way, one-to-one (and therefore intimate, if not secure) remote communication. As we will see below, however, contemporary artists, such as the aforementioned earlier advertisers, have also been very attentive to the device’s experimental possibilities. Perhaps the best known (if possibly apocryphal) example of artistic use of walkie-talkies is by the Situationist International as part of their explorations in urban wandering (a revolutionary strategy called dérive). In the Situationist text from 1960, Die Welt als Labyrinth (Anon.), there is a detailed account of how walkie-talkies were to form part of a planned dérive, which was organised by the Dutch section of the Situationist International, through the city of Amsterdam, but which never went ahead:Two groups, each containing three situationists, would dérive for three days, on foot or eventually by boat (sleeping in hotels along the way) without leaving the center of Amsterdam. By means of the walkie-talkies with which they would be equipped, these groups would remain in contact, with each other, if possible, and in any case with the radio-truck of the cartographic team, from where the director of the dérive—in this case Constant [Nieuwenhuys]—moving around so as to maintain contact, would define their routes and sometimes give instructions (it was also the director of the dérive’s responsibility to prepare experiments at certain locations and secretly arranged events.) (Anon.) This proposed dérive formed part of Situationist experiments in unitary urbanism, a process that consisted of “making different parts of the city communicate with one another.” Their ambition was to create new situations informed by, among other things, encounters and atmospheres that were registered through dérive in order to reconnect parts of the city that were separated spatially (Lefebvre quoted in Lefebvre and Ross 73). In an interview with Kristin Ross, Henri Lefebvre insists that the Situationists “did have their experiments; I didn’t participate. They used all kinds of means of communication—I don’t know when exactly they were using walkie-talkies. But I know they were used in Amsterdam and in Strasbourg” (Lefebvre quoted in Lefebvre and Ross 73). However, as Rebecca Duclos points out, such use “is, in fact, not well documented”, and “none of the more well-known reports on situationist activity […] specifically mentions the use of walkie-talkies within their descriptive narratives” (Duclos 233). In the early 2000s, walkie-talkies also figured prominently, alongside other media devices, in at least two location-based gaming projects by renowned British art collective Blast Theory, Can You See Me Now? (2001) and You Get Me (2008). In the first of these projects, participants in the game (“online players”) competed against members of Blast Theory (“runners”), tracking them through city streets via a GPS-enabled handheld computer that runners carried with them. The goal for online players was to move an avatar they created through a virtual map of the city as multiple runners “pursued their avatar’s geographical coordinates in real-time” (Leorke). As Dale Leorke explains, “Players could see the locations of the runners and other players and exchange text messages with other players” (Leorke 27), and runners could “read players’ messages and communicate directly with each other through a walkie-talkie” (28). An audio stream from these walkie-talkie conversations allowed players to eavesdrop on their pursuers (Blast Theory, Can You See Me Now?).You Get Me was similarly structured, with online players and “runners” (eight teenagers who worked with Blast Theory on the game). Remotely situated online players began the game by listening to the “personal geography” of the runners over a walkie-talkie stream (Blast Theory, You Get Me). They then selected one runner, and tracked them down by navigating their own avatar, without being caught, through a virtual version of Mile End Park in London, in pursuit of their chosen runner who was moving about the actual Mile End Park. Once their chosen runner was contacted, the player had to respond to a question that the runner posed to them. If the runner was satisfied with the player’s answer, conversation switched to “the privacy of a mobile phone” in order to converse further; if not, the player was thrown back into the game (Blast Theory, You Get Me). A key aim of Blast Theory’s work, as I have argued elsewhere (Wilken), is the fostering of interactions and fleeting intimacies between relative and complete strangers. The walkie-talkie is a key tool in both the aforementioned Blast Theory projects for facilitating these interactions and intimacies.Beyond these well-known examples, walkie-talkies have been employed in productive and exploratory ways by other artists. The focus in this article is on two specific projects: the first by US-based sound artist Sabrina Raaf, called Saturday (2002) and the second by Serbian sound designer Lukatoyboy (Luka Ivanović), titled Walk That Sound (2014). Sonic IntimaciesThe concept that gives shape and direction to the analysis of the art projects by Raaf and Lukatoyboy and their use of walkie-talkies is that of sonic intimacy. This is a concept of emerging critical interest across media and sound studies and geography (see, for example, James; Pettman; Gallagher and Prior). Sonic intimacy, as Dominic Pettman explains, is composed of two simultaneous yet opposing orientations. On the one hand, sonic intimacy involves a “turning inward, away from the wider world, to more private and personal experiences and relationships” (79). While, on the other hand, it also involves a turning outward, to seek and heed “the voice of the world” (79)—or what Pettman refers to as the “vox mundi” (66). Pettman conceives of the “vox mundi” as an “ecological voice”, whereby “all manner of creatures, agents, entities, objects, and phenomena” (79) have the opportunity to speak to us, if only we were prepared to listen to our surroundings in new and different ways. In a later passage, he also refers to the “vox mundi” as a “carrier or potentially enlightening alterity” (83). Voices, Pettman writes, “transgress the neat divisions we make between ‘us’ and ‘them’, at all scales and junctures” (6). Thus, Pettman’s suggestion is that “by listening to the ‘voices’ that lie dormant in the surrounding world […] we may in turn foster a more sustainable relationship with [the] local matrix of specific existences” (85), be they human or otherwise.This formulation of sonic intimacy provides a productive conceptual frame for thinking through Raaf’s and Lukatoyboy’s use of walkie-talkies. The contention in this article is that these two projects are striking for the way that they both use walkie-talkies to explore, simultaneously, this double articulation or dual orientation of sonic intimacy—a turning inwards to capture more private and personal experiences and conversations, and a turning outwards to capture the vox mundi. Employing Pettman’s notion of sonic intimacy as a conceptual frame, I trace below the different ways that these two projects incorporate walkie-talkies in order to develop mediated forms of wandering that seek to capture place-based sonic ambiances and sonic intimacies.Sabrina Raaf, Saturday (2002)US sound artist Sabrina Raaf’s Saturday (2002) is a sound-based art installation based on recordings of “stolen conversations” that Raaf gathered over many Saturdays in Humboldt Park, Chicago. Raaf’s work harks back to the early marketing of walkie-talkie toys as spyware. In Raaf’s hands, this device is used not for engaging in intimate one-to-one conversation, but for listening in on, and capturing, the intimate conversations of others. In other words, she uses this device, as the Nextel slogan goes, for “communication without permission to communicate” (“Nextel”). Raaf’s inspiration for the piece was twofold. First, she has noted that “with the overuse of radio frequency bands for wireless communications, there comes the increased occurrence of crossed lines where a private conversation becomes accidentally shared” (Raaf). Reminiscent of Francis Ford Coppola’s film The Conversation (1974), in which surveillance expert Harry Caul (Gene Hackman) records the conversation of a couple as they walk through crowded Union Square in San Francisco, Raaf used a combination of walkie-talkies, CB radios, and “various other forms of consumer spy […] technology in order to actively harvest such communication leaks” (Raaf). The second source of inspiration was noticing the “sheer quantity of non-phone, low tech, radio transmissions that were constantly being sent around [the] neighbourhood”, transmissions that were easily intercepted. These conversations were eclectic in composition and character:The transmissions included communications between gang members on street corners nearby and group conversations between friends talking about changes in the neighbourhood and their families. There were raw, intimate conversations and often even late night sex talk between potential lovers. (Raaf)What struck Raaf about these conversations, these transmissions, was that there was “a furtive quality” to most of them, and “a particular daringness to their tone”.During her Saturday wanderings, Raaf complemented her recordings of stolen snippets of conversation with recordings of the “voice” of the surrounding neighbourhood—“the women singing out their windows to their radios, the young men in their low rider cars circling the block, the children, the ice cream carts, etc. These are the sounds that are mixed into the piece” (Raaf).Audience engagement with Saturday involves a kind of austere intimacy of its own that seems befitting of a surveillance-inspired sonic portrait of urban and private life. The piece is accessed via an interactive glove. This glove is white in colour and about the size of a large gardening glove, with a Velcro strap that fastens across the hand, like a cycling glove. The glove, which only has coverings for thumb and first two fingers (it is missing the ring and little fingers) is wired into and rests on top of a roughly A4-sized white rectangular box. This box, which is mounted onto the wall of an all-white gallery space at the short end, serves as a small shelf. The displayed glove is illuminated by a discrete, bent-arm desk lamp, that protrudes from the shelf near the gallery wall. Above the shelf are a series of wall-mounted colour images that relate to the project. In order to hear the soundtrack of Saturday, gallery visitors approach the shelf, put on the glove, and “magically just press their fingertips to their forehead [to] hear the sound without the use of their ears” (Raaf). The glove, Raaf explains, “is outfitted with leading edge audio electronic devices called ‘bone transducers’ […]. These transducers transmit sound in a very unusual fashion. They translate sound into vibration patterns which resonate through bone” (Raaf).Employing this technique, Raaf explains, “permits a new way of listening”:The user places their fingers to their forehead—in a gesture akin to Rodin’s The Thinker or of a clairvoyant—in order to tap into the lives of strangers. Pressing different combinations of fingers to the temple yield plural viewpoints and group conversations. These sounds are literally mixed in the bones of the listener. (Raaf) The result is a (literally and figuratively) touching sonic portrait of Humboldt Park, its residents, and the “voice” of its surrounding neighbourhoods. Through the unique technosomatic (Richardson) apparatus—combinations of gestures that convey the soundscape directly through the bones and body—those engaging with Saturday get to hear voices in/of/around Humboldt Park. It is a portrait that combines sonic intimacy in the two forms described earlier in this article. In its inward-focused form, the gallery visitor-listener is positioned as a voyeur of sorts, listening into stolen snippets of private and personal relationships, experiences, and interactions. And, in its outward-focused form, the gallery visitor-listener encounters a soundscape in which an array of agents, entities, and objects are also given a voice. Additional work performed by this piece, it seems to me, is to be found in the intermingling of these two form of sonic intimacy—the personal and the environmental—and the way that they prompt reflection on mediation, place, urban life, others, and intimacy. That is to say that, beyond its particular sonic portrait of Humboldt Park, Saturday works in “clearing some conceptual space” in the mind of the departing gallery visitor such that they might “listen for, if not precisely to, the collective, polyphonic ‘voice of the world’” (Pettman 6) as they go about their day-to-day lives.Lukatoyboy, Walk That Sound (2014)The second project, Walk That Sound, by Serbian sound artist Lukatoyboy was completed for the 2014 CTM festival. CTM is an annual festival event that is staged in Berlin and dedicated to “adventurous music and art” (CTM Festival, “About”). A key project within the festival is CTM Radio Lab. The Lab supports works, commissioned by CTM Festival and Deutschlandradio Kultur – Hörspiel/Klangkunst (among other partnering organisations), that seek to pair and explore the “specific artistic possibilities of radio with the potentials of live performance or installation” (CTM Festival, “Projects”). Lukatoyboy’s Walk That Sound was one of two commissioned pieces for the 2014 CTM Radio Lab. The project used the “commonplace yet often forgotten walkie-talkie” (CTM Festival, “Projects”) to create a moving urban sound portrait in the area around the Kottbusser Tor U-Bahn station in Berlin-Kreuzberg. Walk That Sound recruited participants—“mobile scouts”—to rove around the Kottbusser Tor area (CTM Festival, “Projects”). Armed with walkie-talkies, and playing with “the array of available and free frequencies, and the almost unlimited amount of users that can interact over these different channels”, the project captured the dispatches via walkie-talkie of each participant (CTM Festival, “Projects”). The resultant recording of Walk That Sound—which was aired on Deutschlandradio (see Lukatoyboy), part of a long tradition of transmitting experimental music and sound art on German radio (Cory)—forms an eclectic soundscape.The work juxtaposes snippets of dialogue shared between the mobile scouts, overheard mobile phone conversations, and moments of relative quietude, where the subdued soundtrack is formed by the ambient sounds—the “voice”—of the Kottbusser Tor area. This voice includes distant traffic, the distinctive auditory ticking of pedestrian lights, and moments of tumult and agitation, such as the sounds of construction work, car horns, emergency services vehicle sirens, a bottle bouncing on the pavement, and various other repetitive yet difficult to identify industrial sounds. This voice trails off towards the end of the recording into extended walkie-talkie produced static or squelch. The topics covered within the “crackling dialogues” (CTM Festival, “Projects”) of the mobile scouts ranged widely. There were banal observations (“I just stepped on a used tissue”; “people are crossing the street”; “there are 150 trains”)—wonderings that bear strong similarities with French writer Georges Perec’s well-known experimental descriptions of everyday Parisian life in the 1970s (Perec “An Attempt”). There were also intimate, confiding, flirtatious remarks (“Do you want to come to Turkey with me?”), as well as a number of playfully paranoid observations and quips (“I like to lie”; “I can see you”; “do you feel like you are being recorded?”; “I’m being followed”) that seem to speak to the fraught history of Berlin in particular as well as the complicated character of urban life in general—as Pettman asks, “what does ‘together’ signify in a socioeconomic system so efficient in producing alienation and isolation?” (92).In sum, Walk That Sound is a strangely moving exploration of sonic intimacy, one that shifts between many different registers and points of focus—much like urban wandering itself. As a work, it is variously funny, smart, paranoid, intimate, expansive, difficult to decipher, and, at times, even difficult to listen to. Pettman argues that, “thanks in large part to the industrialization of the human ear […], we have lost the capacity to hear the vox mundi, which is […] the sum total of cacophonous, heterogeneous, incommensurate, and unsynthesizable sounds of the postnatural world” (8). Walk That Sound functions almost like a response to this dilemma. One comes away from listening to it with a heightened awareness of, appreciation for, and aural connection to the rich messiness of the polyphonic contemporary urban vox mundi. ConclusionThe argument of this article is that Sabrina Raaf’s Saturday and Lukatoyboy’s Walk That Sound are two projects that both incorporate walkie-talkies in order to develop mediated forms of wandering that seek to capture place-based sonic ambiances and sonic intimacies. Drawing on Pettman’s notion of “sonic intimacy”, examination of these projects has opened consideration around voice, analogue technology, and what Nick Couldry refers to as “an obligation to listen” (Couldry 580). In order to be heard, Pettman remarks, and “in order to be considered a voice at all”, and therefore as “something worth heeding”, the vox mundi “must arrive intimately, or else it is experienced as noise or static” (Pettman 83). In both the projects discussed here—Saturday and Walk That Sound—the walkie-talkie provides this means of “intimate arrival”. As half-duplex communication devices, walkie-talkies have always fulfilled a double function: communicating and listening. This dual functionality is exploited in new ways by Raaf and Lukatoyboy. In their projects, both artists turn the microphone outwards, such that the walkie-talkie becomes not just a device for communicating while in the field, but also—and more strikingly—it becomes a field recording device. The result of which is that this simple, “playful” communication device is utilised in these two projects in two ways: on the one hand, as a “carrier of potentially enlightening alterity” (Pettman 83), a means of encouraging “potential encounters” (89) with strangers who have been thrown together and who cross paths, and, on the other hand, as a means of fostering “an environmental awareness” (89) of the world around us. In developing these prompts, Raaf and Lukatoyboy build potential bridges between Pettman’s work on sonic intimacy, their own work, and the work of other experimental artists. For instance, in relation to potential encounters, there are clear points of connection with Blast Theory, a group who, as noted earlier, have utilised walkie-talkies and sound-based and other media technologies to explore issues around urban encounters with strangers that promote reflection on ideas and experiences of otherness and difference (see Wilken)—issues that are also implicit in the two works examined. In relation to environmental awareness, their work—as well as Pettman’s calls for greater sonic intimacy—brings renewed urgency to Georges Perec’s encouragement to “question the habitual” and to account for, and listen carefully to, “the common, the ordinary, the infraordinary, the background noise” (Perec “Approaches” 210).Walkie-talkies, for Raaf and Lukatoyboy, when reimagined as field recording devices as much as remote transmission technologies, thus “allow new forms of listening, which in turn afford new forms of being together” (Pettman 92), new forms of being in the world, and new forms of sonic intimacy. Both these artworks engage with, and explore, what’s at stake in a politics and ethics of listening. Pettman prompts us, as urban dweller-wanderers, to think about how we might “attend to the act of listening itself, rather than to a specific sound” (Pettman 1). His questioning, as this article has explored, is answered by the works from Raaf and Lukatoyboy in effective style and technique, setting up opportunities for aural attentiveness and experiential learning. However, it is up to us whether we are prepared to listen carefully and to open ourselves to such intimate sonic contact with others and with the environments in which we live.ReferencesAnon. “Die Welt als Labyrinth.” Internationale Situationiste 4 (Jan. 1960). International Situationist Online, 19 June 2019 <https://www.cddc.vt.edu/sionline/si/diewelt.html>Blast Theory. “Can You See Me Now?” Blast Theory, 19 June 2019 <https://www.blasttheory.co.uk/projects/can-you-see-me-now/>.———. “You Get Me.” Blast Theory, 19 June 2019 <https://wwww.blasttheory.co.uk/projects/you-get-me/>.Cory, Mark E. “Soundplay: The Polyphonous Tradition of German Radio Art.” Wireless Imagination: Sound, Radio, and the Avant-garde. Eds. Douglas Kahn and Gregory Whitehead. Cambridge, MA: MIT P, 1992. 331–371.Couldry, Nick. “Rethinking the Politics of Voice.” Continuum 23.4 (2009): 579–582.CTM Festival. “About.” CTM Festival, 2019. 19 June 2019 <https://www.ctm-festival.de/about/ctm-festival/>.———. “Projects – CTM Radio Lab.” CTM Festival, 2019. 19 June 2019 <https://www.ctm-festival.de/projects/ctm-radio-lab/>.Duclos, Rebecca. “Reconnaissance/Méconnaissance: The Work of Janet Cardiff and George Bures Miller.” Articulate Objects: Voice, Sculpture and Performance. Eds. Aura Satz and Jon Wood. Bern: Peter Lang, 2009. 221–246. Gallagher, Michael, and Jonathan Prior. “Sonic Geographies: Exploring Phonographic Methods.” Progress in Human Geography 38.2 (2014): 267–284.James, Malcom. Sonic Intimacy: The Study of Sound. London: Bloomsbury, forthcoming.Lefebvre, Henri, and Kristin Ross. “Lefebvre on the Situationists: An Interview.” October 79 (Winter 1997): 69–83. Leorke, Dale. Location-Based Gaming: Play in Public Space. Singapore: Palgrave Macmillan, 2019.Lukatoyboy. “Walk That Sound – Deutschlandradiokultur Klangkunst Broadcast 14.02.2014.” SoundCloud. 19 June 2019 <https://soundcloud.com/lukatoyboy/walk-that-sound-deutschlandradiokultur-broadcast-14022014>.“Nextel: Couple. Walkie Talkies Are Good for Something More.” AdAge. 6 June 2012. 18 July 2019 <https://adage.com/creativity/work/couple/27993>.Perec, Georges. An Attempt at Exhausting a Place in Paris. Trans. Marc Lowenthal. Cambridge, MA: Wakefield Press, 2010.———. “Approaches to What?” Species of Spaces and Other Pieces. Rev. ed. Ed. and trans. John Sturrock. Harmondsworth, Middlesex: Penguin, 1999. 209–211.Pettman, Dominic. Sonic Intimacy: Voice, Species, Technics (Or, How to Listen to the World). Stanford, CA: Stanford UP, 2017.Raaf, Sabrina. “Saturday.” Sabrina Raaf :: New Media Artist, 2002. 19 June 2019 <http://raaf.org/projects.php?pcat=2&proj=10>.Richardson, Ingrid. “Mobile Technosoma: Some Phenomenological Reflections on Itinerant Media Devices.” The Fibreculture Journal 6 (2005). <http://six.fibreculturejournal.org/fcj-032-mobile-technosoma-some-phenomenological-reflections-on-itinerant-media-devices/>. Smith, Ernie. “Roger That: A Short History of the Walkie Talkie.” Vice, 23 Sep. 2017. 19 June 2019 <https://www.vice.com/en_us/article/vb7vk4/roger-that-a-short-history-of-the-walkie-talkie>. Statuv. “Details about Allied Radio Knight-Kit C-100 Walkie Talkie CB Radio Vtg Print Ad.” Statuv, 4 Jan. 2016. 18 July 2019 <https://statuv.com/media/74802043788985511>.———. “New! 1953 ‘Space Commander’ Vibro-Matic Walkie-Talkies.” Statuv, 4 Jan. 2016. 18 July 2019 <https://statuv.com/media/74802043788985539>.Wikipedia. “Walkie-Talkie”. Wikipedia, 3 July 2019. 18 July 2019 <https://en.wikipedia.org/wiki/Walkie-talkie>.Wilken, Rowan. “Proximity and Alienation: Narratives of City, Self, and Other in the Locative Games of Blast Theory.” The Mobile Story: Narrative Practices with Locative Technologies. Ed. Jason Farman. New York: Routledge, 2014. 175–191.

Introduction This paper highlights the efforts of cultural intermediaries operating social networks for pets, known as petworking. Petworking aligns with the ever-increasing use of social media platforms where “one in ten pet owners have a social media account especially for their pet” (Schroeder). Petworking represents the increased affect of connectivity between pets and their owners within the broader pet community. Although it is true that “no one knows you are a dog on the Internet” (Steiner), it is fair to say that petworking is not the work of the animals directly, but the cultural intermediaries who construct the environment for pets to interact with others. Boo the Pomeranian is one example of a highly networked, cute and celebrity pet, whose antics are broadcast across a plethora of online networks including Facebook, Twitter and Instagram. However, to contradict the rhetoric that cats rule the Internet, it is instead the strategic efforts of cultural intermediaries that take the banal activities of Boo and his “petworked individualism” to his global fan base. The research within this paper, through the lens of animal celebrity, extends recent work undertaken in the celebrity studies field that seeks to understand the connection between celebrities and ‘ordinary folk’, or rather ordinary folk as celebrities. In that regard, the connection between ordinary and celebrity animals is explored through the work of the cultural intermediary who capitalises on the authenticity and cute characteristics of animals. This paper also seeks to understand the role of the petworking cultural intermediary by exploring the cyclic process of disintermediation/remediation/intermediation of Internet communication. Celebrity Studies, Cute Culture and Petworking It is appropriate to first outline the connection of cute with celebrity, and how they relate to petworking. In the first instance, the notion of celebrity is primarily a phenomenon associated with humans. Historically, one of the earliest studies on celebrity focused on the “the person who is known for his well-knownness” (Boorstin 57). Further, celebrity has been noted as a construct by the media industries that has developed “entertainment figures as transmitted via the 20th century mass media” (Feeley 468). Celebrity has a history with the 19th and 20th century literature on the Hollywood star system and its transmission of fame to the mass audiences. As media and cultural studies adopted celebrity as a focus, celebrity studies became fascinated with “how the star image was produced and consumed and how it both shaped and reflected social and cultural identity” (Feeley 470). A more contemporary study into the exploration of celebrity is, as Turner suggests, a demotic turn that sees the media create ‘celebrities’ from ordinary folk. Dyer has argued that one of the core characteristics of celebrity is the ability for one to identify and imitate the star. In each of these examples of celebrity studies, it is assumed that the celebrity is indeed a human being. The humanistic value of celebrity then is problematic when considering how it relates to animals, specifically one’s pet. One way of approaching the study of celebrity and pets is through the lens of animal celebrity. There have been numerous cases of famous animals, with one of the earliest records in Hanno, a famous elephant who was a gift for Pope Leo X on his coronation from King Manuel I of Portugal, 1514. More recent animal celebrity has been demonstrated in cases of Paul the octopus whose celebrity status was reached through his ability to predict the winning teams during the 2010 World Cup, or Dolly the sheep who is infamous as being not only the first cloned sheep but also the first cloned being. Other famous pets are struck by celebrity status for non-favourable acts, for example Tilikum, or Tilly as he is known. TIlly is a bull orca that has been responsible for the deaths of three people during his time in captivity. His story, which also represents his association with celebrity, is documented in the 2013 documentary, Blackfish. Each of these cases of famous animals demonstrates that animal celebrity is not a new issue, but highlights the significance between ‘ordinary’ animals and ‘celebrity’ animals. It could be argued it is the impact of the mass media’s depiction of these animals that defines them as celebrity animals beyond their ordinary counterparts. Yet, in attempting to understand the appeal of animal celebrity, Blewitt notes that pets “wear the badge of authenticity that is held to be so important for credible image-management; there is never any question as to whether or not they are ‘being themselves’” (117). The appeal of animal celebrity for humans is represented through the animal’s authenticity because they are incapable of misrepresenting facts. Often the authentic animal characteristic is combined with ‘cute’ characteristics to increase their appeal, or their relational value with humans, and thereby their popularity. This is certainly the case with giant pandas where they “have the credibility of being an endangered species, look cuddly, have big moony eyes and so have automatic non-human conservation charisma” (Blewitt 326). In this scenario, the giant panda represents the popular qualities of animal cuteness which increases their relational value with humans. McVeigh suggests cute is a symbol of daily aesthetic equaling a “standard attribute” (230) to facilitate high reading of cultural texts and goods. Kinsella argues that cute builds on cutie, which “takes cuteness as its starting point, but on top of the basic ingredient of childlikeness, Cutie style is also chic, eccentric, androgynous and humorous” (Fetishism 229). Cute can shift from pop culture signifiers, to high cultural symbols that represent young, amusing and helpless representations. When cute is in dialogue with celebrity, specifically animal celebrity, it is the cute appeal, or the “silent desperation of the lost puppy dog” (Harris 179) that propels humans to increasingly construct and consume celebrity through animals. Distributing the appeal of cute animal celebrities across digital communication technologies provides the opportunity to explore and understand the petworking phenomenon. The authentic representation of cute animals outlined above has demonstrated the increased relational value of animal celebrity in a non-networked environment. However, when contextualised in a digitally connected environment that engages the affordances of social media platforms, the exploration of petworking can answer some animal celebrity questions raised by Giles. In his taxonomy of animal celebrity, Giles defines four categories that distinguish famous pets: “(a) public figures; (b) the meritocratically famous; (c) show business ‘stars’; and (d) the accidentally famous” (118). He suggests the first two categories are exemplified by the pets of politicians, or the biggest or smallest of a species. However he notes “it is impossible to distinguish between the remaining categories since ‘accidental fame’ presupposes that the other famous animals have engineered their own celebrity to some extent” (ibid.). This is precisely the space that petworking occupies. Pets do not engineer their own celebrity; rather, it is the strategic and coordinated efforts of their owners that create “accidentally famous” animals. The example of petworking demonstrates the role of the intermediary who constructs the identity of the non-ordinary pet with high relational value. A pet with high relational value does not occur serendipitously nor is it the work of a famous animal engineering his or her own celebrity. Rather, it is the work of human intermediaries who strategically utilise authenticity and cute as animal characteristics that increase the animal’s appeal, and thereby its popularity. To successfully engage in petworking, intermediaries use social media platforms to disseminate or broadcast the celebrity animal’s characteristics. The following case study of Boo the Pomeranian demonstrates the connection of celebrity studies with cute culture that is disseminated through social media platforms – a petworking example. The Case of BooThe conceptual framework for this research draws from the media’s coverage of petworking. In that environment, petworking is referenced wherever journalists refer to the practice of “cute” animals engaging in social networking activities. Warr suggests petworking represents “people who want to set up personal social profiles on behalf of their pets”. Ortiz suggests petworking aims to “employ a network marketing strategy for social, political or commercial gain using animals, pets, and goods and services related to animals and pets”. Interestingly, much of the discussion of petworking relates to the act of networking through pets to break the ice with other pet owners to engage in more complex interactions. To move the existing work beyond pets to break the ice, Williams notes that “one in 10 of all UK pets have their own Facebook page, Twitter account or YouTube channel” and “14 per cent of dog owners maintain a Facebook page for their pet, whereas 6 per cent boast Twitter accounts”. Regardless of the motivation of pet owners to engage in petworking, there is an increasing presence of pets in an online environment. Boo the Pomeranian, rose to fame as the world’s cutest dog during 2009. His Facebook page has 10,435,458 likes at the time of writing, making him the most popular dog on Facebook and aligning him with the Public Figure page category, a key celebrity indicator. His tagline reads, “My name is Boo. I am a dog. Life is good.” His connection to popularity came on 26 October 2010, when celebrity blogger Khloé Kardashian wrote “OMG, I just found this dog named Boo on facebook and I am seriously in LOVE […] If you are in facebook, go like this page because it’s beyond cute!” Boo’s popularity gained momentum across the Internet and since then he has featured on television shows, has produced a line of plush toys and has a book for sale on Amazon, “Boo: The life of the World’s Cutest Dog”. This example of Kardashian’s public call to action is a clear celebrity endorsement which trades on both cute and celebrity. Boo’s rise to fame also aligns with Giles’ fourth category of animal celebrity, accidentally famous. If it were not for Khloé Kardashian’s celebrity endorsement, the distinction between Boo as an ordinary pet and a celebrity pet would be very clear. Boo’s rise to a celebrity status is a clear example of how a human intermediary can create and develop a high relational value of a pet through the endorsement of cute. The connection between cute and popularity also suggests cute creates strong Internet connections between individuals with a compulsion to belong to the larger fan group. Although Boo’s owner remains anonymous under the moniker of J.H. Lee, it would appear the motivation behind Boo, although started as a joke Facebook page (Lee), is to commodify the pet. The popularity of Boo’s cuteness has bolstered the dog as a cultural product with production of countless novelty items, indicative of the creative vernacular of the pet’s owner. In this example, the soft power that accompanies Boo is persuasive and invisible. Soft power in this context is a “concept of strategic narrative […] especially in regard to how influence works in a new media environment” (Roselle et al. 70). In the context of globalisation, Boo is the ideal transnational cultural icon that embodies an ideology, disseminated through the instrument of cute. When cute is used as an ideological construct, it is rarely the object that generates soft power but rather the intermediary constructing the cultural artefact. The following section explores the cultural intermediary as the individual responsible for the mediation of ideology through cultural production and consumption. The cultural intermediary determines how cute shapes and redefines social and cultural identity. Petworking as Cultural Intermediation Much of the existing literature on cute culture has focussed on the impact of cute upon culture, negating the process of their cultural construction. Their construction is, like other creative discourses, the result of mediation by multiple roles between the production and consumption of cultural artefacts. The cultural intermediary plays a crucial role in aligning the construction of meaning that aligns the perspectives of both cultural artefact producers and consumers. For example, cute is constructed by designers and stylists, whereas celebrity is the work of the public relations agent. Cultural intermediation was first used by Pierre Bourdieu as a way of describing the individual who mediates between and connects different cultural fields. Negus reappropriated the idea by contextualising the cultural intermediary within the creative industries as a means of bridging the gap between cultural production and consumption. Negus focuses on roles such as accountants, A&R agents and senior executives within the creative industries, and concluded that instead of bridging the gap, these roles increase the distance between production and consumption. Disintermediation – a process that involves a direct connection between producer and consumer, or artist and audience – would be more appropriate. I have previously argued for a combined producer/consumer production model (Hutchinson) that is facilitated by cultural intermediation within the context of media institutions. The cultural intermediary plays a crucial role in aligning the perspective of the contributing authors with the regulatory frameworks of the hosting institutions. Cultural intermediaries may be community managers, program producers, legal teams, or archivists that interface between the contributors and the institutional regulatory framework. For example, an artist might contribute work to a participatory project with little understanding of the regulatory constraints of the project. It is the role of the cultural intermediary to ensure the work maintains its creative and thematic aspiration while aligning with the governing rules of the institution. To turn cultural intermediation to the practice of petworking, there are two distinct stakeholders: the pets and pet fans. Within petworking, the cultural intermediary is responsible for understanding the interests of pet fans and an understanding of how to represent pets to align with those interests: a process Blewitt described as increasing high relational value. As described earlier, cute is a powerful instrument to promote the popularity of pets and increase their prominence across online spaces. It is therefore not the cuteness of the pets that determine their popularity and virality, but rather the strategic efforts of the cultural intermediary who engages in cute as a useful communication tool. Boo is a clear example of how cultural intermediaries engage in cute as an apparatus to increase the high relational value of animals for their human counterparts. It is not necessarily the animal themselves as they are not, as Giles suggests, within the first two categories of public figures or the meritocratically famous. They are ordinary pets that have been aligned with the authentic and cute characteristics of animal celebrity by their cultural intermediaries which increases their relational value, thereby creating celebrity pets. In this example, Boo the Pomeranian demonstrates how a cultural icon has been created, or mediated, by his owner, the cultural intermediary, by embracing authentic and cute characteristics and distributing the cultural artefact across social media platforms. In these instances, the agency of the cultural intermediary becomes increasingly important. Conclusion If constructed correctly, cute can be used as a powerful instrument to create a cultural artefact. This paper has highlighted the similarities between animal celebrity and cute culture through authenticity and popularity, or “knownness”, of animals. The cute/celebrity framework aligns with petworking to highlight how cute pets are created, mediated and distributed across social media platforms. In this context, it is the role of the cultural intermediary to mediate these celebrity animals by identifying the stakeholder groups associated with petworking, understanding their interests and producing cultural artefacts that address those interests. In the case study of Boo the Pomeranian, it has been demonstrated that the authenticity and cute characteristics are directly connected to popularity. In this situation, the role of the cultural intermediary is to promote those characteristics for the stakeholder groups interested in the cultural artefact, to increase its popularity. The role of the cultural intermediary also demonstrates the significance of intermediation within the production and distribution of cultural goods. Acknowledgements Andrew Whelan, Grace O’Neil, Mikaela Griffith, Elizabeth Arnold, Greta Mayr. 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Introduction‘Dream’ has been researched across numerous fields in its multiplicity within both a physical and emotional capacity. For Pagel et al., there is no fixed definition of what ‘dream’ is or are. However, in an advertising context, ’dream’ is the idealised version of our desires, re-visualised in real life (Coombes and Batchelor 103). It could be said that for countless consumers, advertising imagery has elicited dreams of living the perfect life and procuring material pleasures (Manca et al.; Hood). Goodis asserts, “advertising doesn’t always mirror how people are acting but how they are dreaming, in a sense what we are doing is wrapping up your emotions and selling them back to you” (qtd. in Back and Quaade 65). One component of this notion of ‘dream’ in advertising is captured by wishful images of the face and body in their ‘perfect form’ presented in a field of other beauty ideals. For our purposes, ‘dream’ is a “philosophical concept” (Pagel et al. 14) by which dreams are a series of aspirations and desires that consumers internalise, while at the same time, find difficult to achieve. ‘Dream’, then, will be used to critically explore how the beauty and advertising industries collectively employ ethnic ambiguity in addition to other tactics and strategies to sell us dream-like visions of idealised beauty. Forever Dreaming: The Introduction of Ethnic AmbiguityWe can link dreams to beauty as both areas of analysis contain many cultural interpretations and can be deconstructed to reveal different meanings (Sontag). In many ways, beauty is another dream and Sontag notes that the concept of beauty is often linked to certain physical traits that an individual possesses. These physical traits are capitalised upon by product marketing by which Hood claims, aims to enhance one, or even more, of them. For example, lipstick is not marketed as simply as a mixture of wax and pigment but rather a way to “obtain beauty, find romance or gain confidence” (7). As a result, global beauty brands can find long term marketing success through meaningful product marketing. This long-term marketing success relies on influencing human behaviour and perceptions. As a result of meaningful marketing, consumers may find themselves driven to purchase implicit qualities in products advertised to reflect their dreams (Hood).Following the 1980s, this version of meaningful marketing has become a driving purpose for advertising agencies around the globe (Steel). Advertising agencies rely on deeper human insights, identifying latent desires to create a brief that must ultimately sell a dream (Steel). The ideal strategy needs to define something that will build brand loyalty and encourage consumers to have a symbiotic relationship connecting their dreams with the product being sold. As Hood argues, “advertising consists of selling not just things but also dreams”. While this concept is one that “some see as inherently damning”, it is also inherently necessary (7). We understand that people are emotional beings, investing in the artefacts they build, obtain or use with significance “beyond merely utilitarian” (7). For these reasons, beauty advertisers act as the purveyors of dreams in the form of physical perfection as an articulation of consumer’s own aspirations of beauty.These aspirations of dream beauty are a direct representation of our thoughts and feelings. As such, it should be noted that we as consumers are often encouraged to draw inspiration from imagery that is often times seen as ethnically ambiguous. “Ethnic ambiguity” is the absence of any one prominent ethnic or racial feature that is easily discernible to one specific group (Garcia 234; Harrison et al.). An example of this ethnic ambiguity can be seen in marketing campaigns by high end makeup artist and her eponymous range of cosmetics, Charlotte Tilbury. Most notably, in a 2015 launch for her “Makeup Wardrobe”, Tilbury’s makeup palettes boasted 10 aspirational ‘looks’ and personas that could be achieved simply through purchase. The images of women featured on a figurative ‘wheel of fortune’ digital display used to market products online. This digital ‘wheel of fortune’ comprised of ethnically ambiguous models against descriptive persona’s such as “The Dolce Vita” and “The Glamour Muse”. These kinds of digital marketing tools required consumers to make a decision based on what their dream ‘look’ is through an ethnically ambiguous lens and from here are guided to purchase their desired aesthetic. Like Charlotte Tilbury, the beauty industry has seen a growing body of cosmetic brands that employ ethnic ambiguity to sell dreams of homogenised beauty. We will see the ways in which modern day beauty brands, such as Kylie Jenner Cosmetics and Fenty Beauty have come to adopt ethnic ambiguity or embrace entire ethnic and racial groups in order to expand their consumer influence.Aspirational Ambiguity: Dreams of DisempowermentSince the early 2000s, beauty advertising has seen a prominent rise in the use of ethnically ambiguous models. Some see this as an effort to answer the global desire for diversity and inclusion. However, the notion that beauty standards transcend racial boundaries and is inclusive, is simply another form of appropriating and fetishising ethnicity (R. Sengupta). In many ways, these manufactured dream-like versions of beauty have evolved to reach wider markets, in the hope that consumers will be emboldened to both embrace their racial heritage, and at the same time conform to homogenised standards of beauty (Frith et al.; Harrison et al.).In this bid to diversify and extend consumer reach, there are three prominent reasons why ethnically ambiguous models are more likely to be featured over models whose African, Indigenous, and/or Asian heritage is more prominent. Firstly, ethnically ambiguous models do not seem to conform to a particular notion of what is considered beautiful. For many decades, popular culture has been saturated with images of thin, of young, of narrow noses and hips, of blonde, blue eyes, and Caucasian hair textures (Harrison et al.; Hunter; Saraswati). These Westernised beauty ideals have been historically shaped through years of colonial influence, grounded in an imbalance of power and imposed to create a culture of dominance and oppression (Saraswati). Secondly, ethnic models are featured to convey “the sense of the ‘exotic’, and their ‘otherness’ acts to normalise and entrench the dominant ideal of white beauty” (qtd. in Redmond 175). ‘Otherness’ can be defined as the opposite of the majority, in Westernised society this ‘other’ can mean “people who are other than white, male, able bodied, heterosexual” (qtd. in Graycar 74). This ‘otherness’ showcased by ethnically ambiguous models draws viewers in. Physical features that were possessed by one specific ethnic group such as African, Asian, Latinx or Indigenous peoples have now become blended and are no longer confined to one race. Additionally, ethnically ambiguous models enable white consumers to dream about an exotic local or lifestyle, while at the same time providing ethnic audiences a way to see themselves.Finally, it is undeniable that ethnically ambiguous and mixed-race models have become desirable due to a historical preference for light skin (Saraswati). The visual references of light-skinned beauty epitomise a colonial dream and this standardisation has been transferred to indigenous peoples, or ethnic minorities in Western countries. According to Harrison et al, “marketers use mixed-race representations as cultural currency by mythologising mixed-race bodies as the new beauty standard” to represent a racial bridge, “tailored to ameliorate perceived racial divides” (503). Therefore, ethnically ambiguous models have an assumed advantage over their racially dominant counterparts, because they appear to straddle various racial boundaries. They are constructed to embody whomever, from wherever and whenever, fetishising their roleplay for the industry, when it pleases. This further exoticises multi-racial beauty models and renders them a commodified fantasy for many consumers alike. The continued commodification of ethnic ambiguity is problematic as it exploits models with distinctly mixed-race heritage to continue to sell images of white-washed beauty (Solomon et al.). An argument could be made that scarcity contributes to mixed-race models’ value, and therefore the total number of advertising opportunities that are offered to mixed-race models remains limited. To date, numerous studies highlight a limited use of racially diverse models within the beauty industry and does not reflect the growing global body of diverse consumers with purchasing power (Wasylkiw et al.; Redmond; Johnson; Jung and Lee; Frith et al.). In fact, prior to globalisation, Yan and Bissell claim that “each culture had a unique standard of attractiveness, derived from traditional views about beauty as well as the physical features of the people” (197) and over time the construction of dream beauty is characterised using Western features combined with exoticised traits of indigenous ethnic groups. Akinro and Mbunyuza-Memani claim that this “trend of normalising white or 'western' feminine looks as the standard of beauty” has pervaded a number of these indigenous cultures, eventually disseminated through the media as the ultimate goal (308). It can also be argued that the “growing inclusion of mixed-race models in ads is driven less by the motivation to portray diversity and driven more by pragmatism,” and in a more practical sense has implications for the “financial future of the advertised brands and the advertising industry as a whole” (Harrison et al. 513). As a result, uses of mixed-race models “are rather understood as palatable responses within dominant white culture to racial and ethnic minority populations growing in … cultural prominence” (513) in a tokenistic bid to sell a dream of unified beauty.The Dream Girl: Normalisation of Mixed-RaceIn 2017, an article in CNN’s Style section highlighted the growing number of mixed-race models in Japan’s fashion and beauty industry as a modern-day phenomenon from Japan’s interlocking history with the United States (Chung and Ogura). These beauty and fashion influencers refer to themselves as hafu, an exclusionary term that historically represented an “othered” minority of mixed-race heritage in Japanese society signalling complex and troubled interactions with majority Japanese (Oshima). The complications once associated with the term ‘hafu’ are now being reclaimed by bi-racial beauty and fashion models and as such, these models are beginning to defy categorisation and, in some ways, national identity because of their chameleon-like qualities. However, while there is an increasing use of mixed-race Japanese models, everyday mixed-race women are regularly excluded within general society; which highlights the incongruent nature of ‘half’ identity. And yet there is an increasing preference and demand from fashion and beauty outlets to feature them in Japanese and Western popular culture (Harrison et al.; Chung and Ogura). Numéro Tokyo’s editorial director Sayumi Gunji, estimated that almost 30-40 per cent of runway models in present day Japan, identify as either bi-racial mixed-race or multi-racial (Chung and Ogura).Gunji claims:"Almost all top models in the their 20s are hafu, especially the top models of popular fashion magazines ... . [In] the Japanese media and market, a foreigner's flawless looks aren't as readily accepted -- they feel a little distant. But biracial models, who are taller, have bigger eyes, higher noses [and] Barbie-doll-like looks, are admired because they are dreamy looking but not totally different from the Japanese. That's the key to their popularity," she adds. (Qtd. in Chung and Ogura)The "dreamy look" that Gunji describes is attributed to a historical preference toward light skin and a kind of willingness and sensuality, that once, only white models could be seen to tout (Frith et al. 58). Frith et al. and O’Barr discuss that beauty in Japanese advertising mirrors “the way women are portrayed in advertising in the West” (qtd. in Frith et al. 58). The emergence of hafu in Japanese beauty advertising sees these two worlds, a mixture of doll-like and sensual beauty, converging to create a dream-like standard for Japanese consumers. The growing presence of Japanese-American models such as Kiko Mizuhara and Jun Hasegawa are both a direct example of the unattainable ‘dreamy look’ that pervades the Japanese beauty industry. Given this ongoing trend of mixed-race models in beauty advertising, a recent article on Refinery29 talks about the significance of how mixed-race models are disassembling their once marginalised status.A. Sengupta writes:In contrast to passing, in which mixedness was marginalized and hidden, visibly multiracial models now feature prominently in affirmative sites of social norms. Multiracial looks are normalized, and, by extension, mixed identity is validated. There’s no cohesive social movement behind it, but it’s a quiet sea change that’s come with broadened beauty standards and the slow dismantling of social hierarchies.Another example of the normalisation in multi-racial identity is Adwoa Aboah, a mixed-race British model and feminist activist who has been featured on the covers of numerous fashion publications and on runways worldwide. In British Vogue’s December 2017 issue, titled “Great BRITAIN”, Adwoa Aboah achieved front cover status, alongside her image featured other politically powerful names, perhaps suggesting that Aboah represents not only the changing face of a historically white publication but as an embodiment of an increasingly diverse consumer landscape. Not only is she seen as both as a voice for those disenfranchised by the industry, by which she is employed, but as a symbol of new dreams. To conclude this section, it seems the evolution of advertising’s inclusion of multi-racial models reveals a progressive step change for the beauty industry. However, relying simply on the faces of ethnically ambiguous talent has become a covert way to fulfil consumer’s desire for diversity without wholly dismantling the destructive hierarchies of white dominance. Over this time however, new beauty creations have entered the market and with it two modern day icons.Architecting Black Beauty through the American DreamAccording to Kiick, the conception of the ‘American Dream’ is born out of a desire to “seek out a more advantageous existence than the current situation” (qtd. in Manca et al. 84). As a result of diligent hard work, Americans were rewarded with an opportunity for a better life (Manca et al.). Kylie Jenner’s entry into the beauty space seemed like a natural move for the then eighteen-year-old; it was a new-age representation of the ‘American Dream’ (Robehmed 2018). In less than five years, Jenner has created Kylie Cosmetics, a beauty empire that has since amassed a global consumer base, helping her earn billionaire status. A more critical investigation into Jenner’s performance however illustrates that her eponymous range of beauty products sells dreams which have been appropriated from black culture (Phelps). The term cultural appropriation refers to the way dominant cultures “adopt and adapt certain aspects of another’s culture and make it their own” (qtd. in Han 9). In Jenner’s case, her connection to ethnic Armenian roots through her sisters Kourtney, Kim, and Khloe Kardashian have significantly influenced her expression of ‘othered’ culture and moreover ethnic beauty ideals such as curvier body shapes and textured hair. Jenner’s beauty advertisements have epitomised what it means to be black in America, cherry picking racialised features of black women (namely their lips, hips/buttocks and afro-braided hairstyles) and rearticulated them through a white lens. The omission of the ‘black experience’ in her promotion of product is problematic for three reasons. Firstly, representing groups or people without invitation enables room for systemic stereotyping (Han). Secondly, this stereotyping can lead to continued marginalisation of minority cultures (Kulchyski). And finally, the over exaggeration of physical attributes, such as Jenner’s lips, hips and buttocks, reinforces her complicity in exoticising and fetishising the “other”. As a result, consumers of social media beauty advertising may pay less attention to cultural appropriation if they are already unaware that the beauty imagery they consume is based on the exploitation of black culture.Another perspective on Jenner’s use of black culture is in large part due to her cultural appreciation of black beauty. This meaning behind Jenner’s cultural appreciation can be attributed to the inherent value placed on another person’s culture, in the recognition of the positive qualities and the celebration of all aspects of that culture (Han). This is evidenced by her recent addition of cosmetic products for darker complexions (Brown). However, Jenner’s supposed fascination with black culture may be in large part due to the environment in which she was nurtured (Phelps). As Phelps reveals, “consider the cultural significance of the Kardashian family, and the various ways in which the Kardashian women, who are tremendously wealthy and present as white, have integrated elements of black culture as seemingly “natural” in their public bodily performances” (9). Although the Kardashian-Jenner family have faced public backlash for their collective appropriation they have acquired a tremendous “capital gain in terms of celebrity staying power and hyper-visibility” (Phelps 9). Despite the negative attention, Kylie Jenner’s expression of black culture has resurfaced the very issues that had once been historically deemed insignificant. In spite of Jenner’s cultural appropriation of black beauty, her promotion through Kylie Cosmetics continues to sell dreams of idealised beauty through the white lens.In comparison, Rihanna Fenty’s cosmetic empire has been touted as a celebration of diversity and inclusion for modern-age beauty. Unlike Kylie Cosmetics, Fenty’s eponymous brand has become popular for its broader message of inclusivity across both skin tone, body shape and gender. Upon her product release, Fenty Beauty acknowledged a growing body of diverse consumers and as a direct response to feature models of diverse skin tones, cultural background and racial heritage. Perhaps more importantly, Fenty Beauty’s challenge to the ongoing debate around diversity and inclusion has been in stark contrast to Kylie Jenner’s ongoing appropriation of black culture. Images featured at the first brand and product launch of Fenty Beauty and in present day advertising, show South Sudanese model Duckie Thot and hijab-wearing model Halima Aden as central characters within the Fenty narrative, illustrating that inclusion need not remain ambiguous and diversity need not be appropriated. Fenty’s initial product line up included ninety products, but most notably, the Pro Filt’r foundation caused the most publicity. Since its introduction in 2017, the foundation collection contained range of 40 (now 50) inclusive foundation shades, 13 of these shades were designed to cater for much darker complexions, an industry first (Walters). As a result of the brand’s inclusion of diverse product shades and models, Fenty Beauty has been shown to push boundaries within the beauty industry and the social media landscape (Walters). Capitalising on all races and expanding beauty ideals, Fenty’s showcase of beauty subscribes to the notion that for women everywhere in the world, their dreams can and do come true. In conclusion, Fenty Beauty has played a critical role in re-educating global consumers about diversity in beauty (Walters) but perhaps more importantly Rihanna, by definition, has become a true embodiment of the ‘American Dream’.Conclusion: Future Dreams in BeautyIt is undeniable that beauty advertising has remained complicit in selling unattainable dreams to consumers. In the context of ‘dream’ as a philosophical concept, it is more important than ever to ensure our dreams are mirrored, not as an ambiguous body of consumers, but as diverse and unique individuals. Changemakers in the industry such as Fenty Beauty are challenging this status quo and beauty advertising in general will have to evolve their strategy in a bid to answer to an increasingly globalised market. It must be reinforced however, that while “beauty companies and advertisers work effectively to reach a growingly multicultural market, scholars have a responsibility to assess the ramifications that accompany such change,” (Harrison et al. 518). If advertising’s role is to mirror consumers’ dreams then, our roles as dreamers have never been so important. ReferencesAkinro, Ngozi, and Lindani Mbunyuza-Memani. "Black Is Not Beautiful: Persistent Messages and the Globalization of 'White' Beauty in African Women’s Magazines." 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Introduction 2021 was the year that NFTs got big—not just in value but also in terms of the cultural consciousness. When digital artist Beeple sold the portfolio of his 5,000 daily images at Christie’s for US$69 million, the art world was left intrigued, confused, and outraged in equal measure. Depending on who you asked, non-fungible tokens (NFTs) seemed to be either a quick cash-grab or the future of the art market (Bowden and Jones; Smee). Following the Beeple sale, articles started to appear indicating that the film industry was abuzz for NFTs. Independent filmmaker Kevin Smith was quick to announce that he planned to release his horror film Killroy Was Here as an NFT (Alexander); in September 2021 the James Bond film No Time to Die also unveiled a series of collectibles to coincide with the film’s much-delayed theatrical release (Natalee); the distribution and collectible platforms Vuele, NFT Studios, and Mogul Productions all emerged, and the industry rumour mill suggests more start-ups are en route (CurrencyWorks; NFT Studios; NewsBTC). Blockchain disciples say that the technology will solve all the problems of the Internet (Tewari; Norton; European Business Review); critics say it will only perpetuate existing accessibility and equality issues (Davis and Flatow; Klein). Those more circumspect will doubtless sit back until the dust settles, waiting to see what parts of so-called web3 will be genuinely integrated into the architecture of the Internet. Pamela Hutchinson puts it neatly in terms of the arts sector: “the NFT may revolutionise the art market, film funding and distribution. Or it might be an ecological disaster and a financial bubble, in which few actual movies change hands, and fraudsters get rich from other people’s intellectual property” (Hutchinson). There is an uptick in the literature around NFTs and blockchain (see Quiniou; Gayvoronskaya & Meinel); however, the technology remains unregulated and unstandardised (Yeung 212-14; Dimitropoulos 112-13). Similarly, the sheer amount of funding being put into fundamental technical, data, and security-related issues speaks volumes to the nascency of the space (Ossinger; Livni; Gayvoronskaya & Meinel 52-6). Put very briefly, NFTs are part of a given blockchain system; think of them, like cryptocurrency coins, as “units of value” within that system (Roose). NFTs were initially rolled out on Ethereum, though several other blockchains have now implemented their own NFT frameworks. NFTs are usually not the artwork itself, but rather a unique, un-copyable (hence, non-fungible) piece of code that is attached, linked, or connected to another digital file, be that an image, video, text, or something else entirely. NFTs are often referred to as a digital artwork’s “certificate of authenticity” (Roose). At the time of writing, it remains to be seen how widely blockchain and NFT technology will be implemented across the entertainment industries. However, this article aims to outline the current state of implementation in the film trade specifically, and to attempt to sort true potential from the hype. Beginning with an overview of the core issues around blockchain and NFTs as they apply to film properties and adjacent products, current implementations of the technology are outlined, before finishing with a hesitant glimpse into the potential future applications. The Issues and Conversation At the core of current conversations around blockchain are three topics: intellectual property and ownership, concentrations of power and control, and environmental impact. To this I would like to add a consideration of social capital, which I begin with briefly here. Both the film industry and “crypto” — if we take the latter to encompass the various facets of so-called ‘web3’ — are engines of social capital. In the case of cinema, its products are commodified and passed through a model that begins with exclusivity (theatrical release) before progressing to mass availability (home media, streaming). The cinematic object, i.e., an individual copy of a film, is, by virtue of its origins as a mass product of the twentieth century, fungible. The film is captured, copied, stored, distributed, and shared. The film-industrial model has always relied on social phenomena, word of mouth, critical discourse, and latterly on buzz across digital social media platforms. This is perhaps as distinct from fine art, where — at least for dealers — the content of the piece does not necessarily matter so much as verification of ownership and provenance. Similarly, web3, with its decentralised and often-anonymised processes, relies on a kind of social activity, or at least a recorded interaction wherein the chain is stamped and each iteration is updated across the system. Even without the current hype, web3 still relies a great deal on discourse, sharing, and community, particularly as it flattens the existing hierarchies of the Internet that linger from Web 2.0. In terms of NFTs, blockchain systems attach scarcity and uniqueness to digital objects. For now, that scarcity and uniqueness is resulting in financial value, though as Jonathan Beller argues the notion of value could — or perhaps should — be reconsidered as blockchain technology, and especially cryptocurrencies, evolve (Beller 217). Regardless, NFT advocates maintain that this is the future of all online activity. To questions of copyright, the structures of blockchain do permit some level of certainty around where a given piece of intellectual property emerged. This is particularly useful where there are transnational differences in recognition of copyright law, such as in France, for instance (Quiniou 112-13). The Berne Convention stipulates that “the subsistence of copyright does not rest on the compliance with formal requirements: rights will exist if the work meets the requirements for protection set out by national law and treaties” (Guadamuz 1373). However, there are still no legal structures underpinning even the most transparent of transactions, when an originator goes out of their way to transfer rights to the buyer of the accompanying NFT. The minimum requirement — even courtesy — for the assignment of rights is the identification of the work itself; as Guadamuz notes, this is tricky for NFTs as they are written in code (1374). The blockchain’s openness and transparency are its key benefits, but until the code can explicitly include (or concretely and permanently reference) the ‘content’ of an NFT, its utility as a system of ownership is questionable. Decentralisation, too, is raised consistently as a key positive characteristic of blockchain technology. Despite the energy required for this decentralisation (addressed shortly), it is true that, at least in its base code, blockchain is a technology with no centralised source of truth or verification. Instead, such verification is performed by every node on the chain. On the surface, for the film industry, this might mean modes of financing, rights management, and distribution chains that are not beholden to multinational media conglomerates, streamers like Netflix, niche intermediaries, or legacy studios. The result here would be a flattening of the terrain: breaking down studio and corporate gatekeeping in favour of a more democratised creative landscape. Creators and creative teams would work peer-to-peer, paying, contracting, servicing, and distribution via the blockchain, with iron-clad, publicly accessible tracking of transactions and ownership. The alternative, though, is that the same imbalances persist, just in a different form: this is outlined in the next section. As Hunter Vaughan writes, the film industry’s environmental impact has long been under-examined. Its practices are diverse, distributed, and hard to quantify. Cinematic images, Vaughan writes, “do not come from nothing, and they do not vanish into the air: they have always been generated by the earth and sun, by fossil fuels and chemical reactions, and our enjoyment of them has material consequences” (3). We believe that by watching a “green” film like Avatar we are doing good, but it implicates us in the dirty secret, an issue of “ignorance and of voluntary psychosis” where “we do not see who we are harming or how these practices are affecting the environment, and we routinely agree to accept the virtual as real” (5). Beyond questions of implication and eco-material conceptualisation, however, there are stark facts. In the 1920s, the Kodak Park Plant in New York drew 12 million gallons of water from Lake Ontario each day to produce film stock. As the twentieth century came to a close, this amount — for a single film plant — had grown to 35-53 million gallons per day. The waste water was perfunctorily “cleaned” and then dumped into surrounding rivers (72-3). This was just one plant, and one part of the filmmaking process. With the shift to digital, this cost might now be calculated in the extraction of precious metals used to make contemporary cameras, computers, or storage devices. Regardless, extrapolate outwards to a global film industry and one quickly realises the impact is almost beyond comprehension. Considering — let alone calculating — the carbon footprint of blockchain requires outlining some fundamentals of the technology. The two primary architectures of blockchain are Proof of Work (PoW) and Proof of Stake (PoS), both of which denote methods of adding and verifying new blocks to a chain. PoW was the first model, employed by Bitcoin and the first iteration of Ethereum. In a PoW model, each new block has a specific cryptographic hash. To confirm the new block, crypto miners use their systems to generate a target hash that is less than or equal to that of the block. The systems process these calculations quickly, as the goal is to be “the first miner with the target hash because that miner is the one who can update the blockchain and receive crypto rewards” (Daly). The race for block confirmation necessitates huge amounts of processing power to make these quick calculations. The PoS model differs in that miners are replaced by validators (or staking services where participants pool validation power). Rather than investing in computer power, validators invest in the blockchain’s coins, staking those coins (tokens) in a smart contract (think of this contract like a bank account or vault). When a new block is proposed, an algorithm chooses a validator based on the size of their stake; if the block is verified, the validator receives further cryptocurrency as a reward (Castor). Given the ubiquity and exponential growth of blockchain technology and its users, an accurate quantification of its carbon footprint is difficult. For some precedent, though, one might consider the impact of the Bitcoin blockchain, which runs on a PoW model. As the New York Times so succinctly puts it: “the process of creating Bitcoin to spend or trade consumes around 91 terawatt-hours of electricity annually, more than is used by Finland, a nation of about 5.5 million” (Huang, O’Neill and Tabuchi). The current Ethereum system (at time of writing), where the majority of NFT transactions take place, also runs on PoW, and it is estimated that a single Ethereum transaction is equivalent to nearly nine days of power consumption by an average US household (Digiconomist). Ethereum always intended to operate on a PoS system, and the transition to this new model is currently underway (Castor). Proof of Stake transactions use significantly less energy — the new Ethereum will supposedly be approximately 2,000 times more energy efficient (Beekhuizen). However, newer systems such as Solana have been explicit about their efficiency goals, stating that a single Solana transaction uses less energy (1,837 Joules, to be precise) than keeping an LED light on for one hour (36,000 J); one Ethereum transaction, for comparison, uses over 692 million J (Solana). In addition to energy usage, however, there is also the question of e-waste as a result of mining and general blockchain operations which, at the time of writing, for Bitcoin sits at around 32 kilotons per year, around the same as the consumer IT wastage of the Netherlands (de Vries and Stoll). How the growth in NFT awareness and adoption amplifies this impact remains to be seen, but depending on which blockchain they use, they may be wasting energy and resources by design. If using a PoW model, the more valuable the cryptocurrency used to make the purchase, the more energy (“gas”) required to authenticate the purchase across the chain. Images abound online of jerry-rigged crypto data centres of varying quality (see also efficiency and safety). With each NFT minted, sold, or traded, these centres draw — and thus waste, for gas — more and more energy. With increased public attention and scrutiny, cryptocurrencies are slowly realising that things could be better. As sustainable alternatives become more desirable and mainstream, it is safe to predict that many NFT marketplaces may migrate to Cardano, Solana, or other more efficient blockchain bases. For now, though, this article considers the existing implementations of NFTs and blockchain technology within the film industry. Current Implementations The current applications of NFTs in film centre around financing and distribution. In terms of the former, NFTs are saleable items that can raise capital for production, distribution, or marketing. As previously mentioned, director Kevin Smith launched Jay & Silent Bob’s Crypto Studio in order to finish and release Killroy Was Here. Smith released over 600 limited edition tokens, including one of the film itself (Moore). In October 2021, renowned Hong Kong director Wong Kar-wai sold an NFT with unreleased footage from his film In the Mood for Love at Sotheby’s for US$550,000 (Raybaud). Quentin Tarantino entered the arena in January 2022, auctioning uncut scenes from his 1994 film Pulp Fiction, despite the threat of legal action from the film’s original distributor Miramax (Dailey). In Australia, an early adopter of the technology is director Michael Beets, who works in virtual production and immersive experiences. His immersive 14-minute VR film Nezunoban (2020) was split into seven different chapters, and each chapter was sold as an NFT. Beets also works with artists to develop entry tickets that are their own piece of generative art; with these tickets and the chapters selling for hundreds of dollars at a time, Beets seems to have achieved the impossible: turning a profit on a short film (Fletcher). Another Australian writer-producer, Samuel Wilson, now based in Canada, suggests that the technology does encourage filmmakers to think differently about what they create: At the moment, I’m making NFTs from extra footage of my feature film Miles Away, which will be released early next year. In one way, it’s like a new age of behind-the-scenes/bonus features. I have 14 hours of DV tapes that I’m cutting into a short film which I will then sell in chapters over the coming months. One chapter will feature the dashing KJ Apa (Songbird, Riverdale) without his shirt on. So, hopefully that can turn some heads. (Wilson, in Fletcher) In addition to individual directors, a number of startup companies are also seeking to get in on the action. One of these is Vuele, which is best understood as a blockchain-based streaming service: an NFT Netflix, if you like. In addition to films themselves, the service will offer extra content as NFTs, including “behind the scenes content, bonus features, exclusive Q&As, and memorabilia” (CurrencyWorks). Vuele’s launch title is Zero Contact, directed by Rick Dugdale and starring Anthony Hopkins. The film is marketed as “the World’s First NFT Feature Film” (as at the time of writing, though, both Vuele and its flagship film have yet to launch). Also launching is NFT Studios, a blockchain-based production company that distributes the executive producer role to those buying into the project. NFT Studios is a decentralised administrative organisation (DAO), guided by tech experts, producers, and film industry intermediaries. NFT Studios is launching with A Wing and a Prayer, a biopic of aeronaut Brian Milton (NFT Studios), and will announce their full slate across festivals in 2022. In Australia, Culture Vault states that its aim is to demystify crypto and champion Australian artists’ rights and access to the space. Co-founder and CEO Michelle Grey is well aware of the aforementioned current social capital of NFTs, but is also acutely aware of the space’s opacity and the ubiquity of often machine-generated tat. “The early NFT space was in its infancy, there was a lot of crap around, but don’t forget there’s a lot of garbage in the traditional art world too,” she says (cited in Miller). Grey and her company effectively act like art dealers; intermediaries between the tech and art worlds. These new companies claim to be adhering to the principles of web3, often selling themselves as collectives, DAOs, or distributed administrative systems. But the entrenched tendencies of the film industry — particularly the persistent Hollywood system — are not so easily broken down. Vuele is a joint venture between CurrencyWorks and Enderby Entertainment. The former is a financial technology company setting up blockchain systems for businesses, including the establishment of branded digital currencies such as the controversial FreedomCoin (Memoria); the latter, Enderby, is a production company founded by Canadian film producer (and former investor relations expert in the oil and uranium sectors) Rick Dugdale (Wiesner). Similarly, NFT Studios is partnered with consulting and marketing agencies and blockchain venture capitalists (NFT Investments PLC). Depending on how charitable or cynical one is feeling, these start-ups are either helpful intermediaries to facilitate legacy media moving into NFT technology, or the first bricks in the capitalist wall to bar access for entry to other players. The Future Is… Buffering Marketplaces like Mintable, OpenSea, and Rarible do indeed make the minting and selling of NFTs fairly straightforward — if you’ve ever listed an item for sale on eBay or Facebook, you can probably mint an NFT. Despite this, the current major barrier for average punters to the NFT space remains technical knowledge. The principles of blockchain remain fairly opaque — even this author, who has been on a deep dive for this article, remains sceptical that widespread adoption across multiple applications and industries is feasible. Even so, as Rennie notes, “the unknown is not what blockchain technology is, or even what it is for (there are countless ‘use cases’), but how it structures the actions of those who use it” (235). At the time of writing, a great many commentators and a small handful of scholars are speculating about the role of the metaverse in the creative space. If the endgame of the metaverse is realised, i.e., a virtual, interactive space where users can interact, trade, and consume entertainment, the role of creators, dealers, distributors, and other brokers and players will be up-ended, and have to re-settle once again. Film industry practitioners might look to the games space to see what the road might look like, but then again, in an industry that is — at its best — somewhat resistant to change, this may simply be a fad that blows over. Blockchain’s current employment as a get-rich-quick mechanism for the algorithmic literati and as a computational extension of existing power structures suggests nothing more than another techno-bubble primed to burst (Patrickson 591-2; Klein). Despite the aspirational commentary surrounding distributed administrative systems and organisations, the current implementations are restricted, for now, to startups like NFT Studios. In terms of cinema, it does remain to be seen whether the deployment of NFTs will move beyond a kind of “Netflix with tchotchkes” model, or a variant of crowdfunding with perks. Once Vuele and NFT Studios launch properly, we may have a sense of how this all will play out, particularly alongside less corporate-driven, more artistically-minded initiatives like that of Michael Beets and Culture Vault. It is possible, too, that blockchain technology may streamline the mechanics of the industry in terms of automating or simplifying parts of the production process, particularly around contracts, financing, licensing. This would obviously remove some of the associated labour and fees, but would also de-couple long-established parts and personnel of the industry — would Hollywood and similar industrial-entertainment complexes let this happen? As with any of the many revolutions that have threatened to kill or resurrect the (allegedly) long-suffering cinematic object, we just have to wait, and watch. References Alexander, Bryan. “Kevin Smith Reveals Why He’s Auctioning Off New His Film ‘Killroy Was Here’ as an NFT.” USA TODAY, 15 Apr. 2021. <https://www.usatoday.com/story/entertainment/movies/2021/04/15/kevin-smith-auctioning-new-film-nft-killroy-here/7244602002/>. Beekhuizen, Carl. “Ethereum’s Energy Usage Will Soon Decrease by ~99.95%.” Ethereum Foundation Blog, 18 May 2021. <https://blog.ethereum.org/2021/05/18/country-power-no-more/>. Beller, Jonathan. “Economic Media: Crypto and the Myth of Total Liquidity.” Australian Humanities Review 66 (2020): 215-225. Beller, Jonathan. The Cinematic Mode of Production: Attention Economy and the Society of the Spectacle. Hanover, NH: Dartmouth College P, 2006. 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What NFTs Mean for Film.” BFI, 22 July 2021. <https://www.bfi.org.uk/sight-and-sound/features/nfts-non-fungible-tokens-blockchain-film-funding-revolution-hype>. Klein, Ezra. “A Viral Case against Crypto, Explored.” The Ezra Klein Show, n.d. 7 Apr. 2022 <https://www.nytimes.com/2022/04/05/opinion/ezra-klein-podcast-dan-olson.html>. Livni, Ephrat. “Venture Capital Funding for Crypto Companies Is Surging.” The New York Times, 1 Dec. 2021. <https://www.nytimes.com/2021/12/01/business/dealbook/crypto-venture-capital.html>. Memoria, Francisco. “Popular Firearms Marketplace GunBroker to Launch ‘FreedomCoin’ Stablecoin.” CryptoGlobe, 30 Jan. 2019. <https://www.cryptoglobe.com/latest/2019/01/popular-firearm-marketplace-gunbroker-to-launch-freedomcoin-stablecoin/>. 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Introduction Mentors play a role in real life, just as they do in fiction. They also feature in reality television, which sits somewhere between the two. In fiction, mentors contribute to the narrative arc by providing guidance and assistance (Vogler 12) to a mentee in his or her life or professional pursuits. These exchanges are usually characterized by reciprocity, the need for mutual recognition (Gadamer 353) and involve some kind of moral question. They dramatise the possibilities of mentoring in reality, to provide us with a greater understanding of the world, and our human interaction within it. Reality television offers a different perspective. Like drama it uses the plot device of a mentor character to heighten the story arc, but instead of focusing on knowledge-based portrayals (Gadamer 112) of the mentor and mentee, the emphasis is instead on the mentee’s quest for ascension. In attempting to transcend their unknownness (Boorstin) contestants aim to penetrate an exclusive creative class (Florida). Populated by celebrity chefs, businessmen, entertainers, fashionistas, models, socialites and talent judges (to name a few), this class seemingly adds authenticity to ‘competitions’ and other formats. While the mentor’s role, on the surface, is to provide divine knowledge and facilitate the journey, a different agenda is evident in the ways carefully scripted (Booth) dialogue heightens the drama through effusive praise (New York Daily News) and “tactless” (Woodward), humiliating (Hirschorn; Winant 69; Woodward) and cruel sentiments. From a screen narrative point of view, this takes reality television as ‘storytelling’ (Aggarwal; Day; Hirschorn; “Reality Writer”; Rupel; Stradal) into very different territory. The contrived and later edited (Crouch; Papacharissi and Mendelson 367) communication between mentor and mentee not only renders the relationship disingenuous, it compounds the primary ethical concerns of associated Schadenfreude (Balasubramanian, Forstie and van den Scott 434; Cartwright), and the severe financial inequality (Andrejevic) underpinning a multi-billion dollar industry (Hamilton). As upward mobility and instability continue to be ubiquitously portrayed in 21st century reality entertainment under neoliberalism (Sender 4; Winant 67), it is with increasing frequency that we are seeing the systematic reinvention of the once significant cultural and historical role of the mentor. Mentor as Fictional Archetype and Communicator of ThemesDepictions of mentors can be found across the Western art canon. From the mythological characters of Telemachus’ Athena and Achilles’ Chiron, to King Arthur’s Merlin, Cinderella’s Fairy Godmother, Jim Hawkins’ Long John Silver, Frodo’s Gandalf, Batman’s Alfred and Marty McFly’s Doc Emmett Brown (among many more), the dramatic energy of the teacher, expert or supernatural aid (Vogler 39) has been timelessly powerful. Heroes, typically, engage with a mentor as part of their journey. Mentor types range extensively, from those who provide motivation, inspiration, training or gifts (Vogler), to those who may be dark or malevolent, or have fallen from grace (such as Michael Douglas’ Gordon Gekko in Wall Street 1987, or the ex-tribute Haymitch in The Hunger Games, 2012). A good drama usually complicates the relationship in some way, exploring initial reluctance from either party, or instances of tragedy (Vogler 11, 44) which may prevent the relationship achieving its potential. The intriguing twist of a fallen or malevolent mentor additionally invites the audience to morally analyze the ways the hero responds to what the mentor provides, and to question what our teachers or superiors tell us. In television particularly, long running series such as Mad Men have shown how a mentoring relationship can change over time, where “non-rational” characters (Buzzanell and D’Enbeau 707) do not necessarily maintain reciprocity or equality (703) but become subject to intimate, ambivalent and erotic aspects.As the mentor in fiction has deep cultural roots for audiences today, it is no wonder they are used, in a variety of archetypal capacities, in reality television. The dark Simon Cowell (of Pop Idol, American Idol, Britain’s Got Talent, America’s Got Talent and The X-Factor series) and the ‘villainous’ (Byrnes) Michelin-starred Marco Pierre White (Hell’s Kitchen, The Chopping Block, Marco Pierre White’s Kitchen Wars, MasterChef Australia, New Zealand, South Africa) provide reality writers with much needed antagonism (Rupel, Stradal). Those who have fallen from grace, or allowed their personal lives to play out in tabloid sagas such as Britney Spears (Marikar), or Caitlyn Jenner (Bissinger) provide different sources of conflict and intrigue. They are then counterbalanced with or repackaged as the good mentor. Examples of the nurturer who shows "compassion and empathy" include American Idol’s Paula Abdul (Marche), or the supportive Jennifer Hawkins in Next Top Model (Thompson). These distinctive characters help audiences to understand the ‘reality’ as a story (Crouch; Rupel; Stradal). But when we consider the great mentors of screen fiction, it becomes clear how reality television has changed the nature of story. The Karate Kid I (1984) and Good Will Hunting (1998) are two examples where mentoring is almost the exclusive focus, and where the experience of the characters differs greatly. In both films an initially reluctant mentor becomes deeply involved in the mentee’s project. They act as a special companion to the hero in the face of isolation, and, significantly, reveal a tragedy of their own, providing a nexus through which the mentee can access a deeper kind of truth. Not only are they flawed and ordinary people (they are not celebrities within the imagined worlds of the stories) who the mentee must challenge and learn to truly respect, they are “effecting and important” (Maslin) in reminding audiences of those hidden idiosyncrasies that open the barriers to friendship. Mentors in these stories, and many others, communicate themes of class, culture, talent, jealousy, love and loss which inform ideas about the ethical treatment of the ‘other’ (Gadamer). They ultimately prove pivotal to self worth, human confidence and growth. Very little of this thematic substance survives in reality television (see comparison of plots and contrasting modes of human engagement in the example of The Office and Dirty Jobs, Winant 70). Archetypally identifiable as they may be, mean judges and empathetic supermodels as characters are concerned mostly with the embodiment of perfection. They are flawless, untouchable and indeed most powerful when human welfare is at stake, and when the mentee before them faces isolation (see promise to a future ‘Rihanna’, X-Factor USA, Season 2, Episode 1 and Tyra Banks’ Next Top Model tirade at a contestant who had not lived up to her potential, West). If connecting with a mentor in fiction has long signified the importance of understanding of the past, of handing down tradition (Gadamer 354), and of our fascination with the elder, wiser other, then we can see a fundamental shift in narrative representation of mentors in reality television stories. In the past, as we have opened our hearts to such characters, as a facilitator to or companion of the hero, we have rehearsed a sacred respect for the knowledge and fulfillment mentors can provide. In reality television the ‘drama’ may evoke a fleeting rush of excitement at the hero’s success or failure, but the reality belies a pronounced distancing between mentor and mentee. The Creative Class: An Aspirational ParadigmThemes of ascension and potential fulfillment are also central to modern creativity discourse (Runco; Runco 672; United Nations). Seen as the driving force of the 21st century, creativity is now understood as much more than art, capable of bringing economic prosperity (United Nations) and social cohesion to its acme (United Nations xxiii). At the upper end of creative practice, is what Florida called “the creative class: a fast growing, highly educated, and well-paid segment of the workforce” (on whose expertise corporate profits depend), in industries ranging “from technology to entertainment, journalism to finance, high-end manufacturing to the arts” (Florida). Their common ethos is centered on individuality, diversity, and merit; eclipsing previous systems focused on ‘shopping’ and theme park consumerism and social conservatism (Eisinger). While doubts have since been raised about the size (Eisinger) and financial practices (Krätke 838) of the creative class (particularly in America), from an entertainment perspective at least, the class can be seen in full action. Extending to rich housewives, celebrity teen mothers and even eccentric duck hunters and swamp people, the creative class has caught up to the more traditional ‘star’ actor or music artist, and is increasingly marketable within world’s most sought after and expensive media spaces. Often reality celebrities make their mark for being the most outrageous, the cruelest (Peyser), or the weirdest (Gallagher; Peyser) personalities in the spotlight. Aspiring to the creative class thus, is a very public affair in television. Willing participants scamper for positions on shows, particularly those with long running, heavyweight titles such as Big Brother, The Bachelor, Survivor and the Idol series (Hill 35). The better known formats provide high visibility, with the opportunity to perform in front of millions around the globe (Frere-Jones, Day). Tapping into the deeply ingrained upward-mobility rhetoric of America, and of Western society, shows are aided in large part by 24-hour news, social media, the proliferation of celebrity gossip and the successful correlation between pop culture and an entertainment-style democratic ideal. As some have noted, dramatized reality is closely tied to the rise of individualization, and trans-national capitalism (Darling-Wolf 127). Its creative dynamism indeed delivers multi-lateral benefits: audiences believe the road to fame and fortune is always just within reach, consumerism thrives, and, politically, themes of liberty, egalitarianism and freedom ‘provide a cushioning comfort’ (Peyser; Pinter) from the domestic and international ills that would otherwise dispel such optimism. As the trials and tests within the reality genre heighten the seriousness of, and excitement about ascending toward the creative elite, show creators reproduce the same upward-mobility themed narrative across formats all over the world. The artifice is further supported by the festival-like (Grodin 46) symbology of the live audience, mass viewership and the online voting community, which in economic terms, speaks to the creative power of the material. Whether through careful manipulation of extra media space, ‘game strategy’, or other devices, those who break through are even more idolized for the achievement of metamorphosing into a creative hero. For the creative elite however, who wins ‘doesn’t matter much’. Vertical integration is the priority, where the process of making contestants famous is as lucrative as the profits they will earn thereafter; it’s a form of “one-stop shopping” as the makers of Idol put it according to Frere-Jones. Furthermore, as Florida’s measures and indicators suggested, the geographically mobile new creative class is driven by lifestyle values, recreation, participatory culture and diversity. Reality shows are the embodiment this idea of creativity, taking us beyond stale police procedural dramas (Hirschorn) and racially typecast family sitcoms, into a world of possibility. From a social equality perspective, while there has been a notable rise in gay and transgender visibility (Gamson) and stories about lower socio-economic groups – fast food workers and machinists for example – are told in a way they never were before, the extent to which shows actually unhinge traditional power structures is, as scholars have noted (Andrejevic and Colby 197; Schroeder) open to question. As boundaries are nonetheless crossed in the age of neoliberal creativity, the aspirational paradigm of joining a new elite in real life is as potent as ever. Reality Television’s Mentors: How to Understand Their ‘Role’Reality television narratives rely heavily on the juxtaposition between celebrity glamour and comfort, and financial instability. As mentees put it ‘all on the line’, storylines about personal suffering are hyped and molded for maximum emotional impact. In the best case scenarios mentors such as Caitlyn Jenner will help a trans mentee discover their true self by directing them in a celebrity-style photo shoot (see episode featuring Caitlyn and Zeam, Logo TV 2015). In more extreme cases the focus will be on an adopted contestant’s hopes that his birth mother will hear him sing (The X Factor USA, Season 2, Episode 11 Part 1), or on a postal clerk’s fear that elimination will mean she has to go back “to selling stamps” (The X Factor US - Season 2 Episode 11 Part 2). In the entrepreneurship format, as Woodward pointed out, it is not ‘help’ that mentees are given, but condescension. “I have to tell you, my friend, that this is the worst idea I’ve ever heard. You don’t have a clue about how to set up a business or market a product,” Woodward noted as the feedback given by one elite businessman on The Shark Tank (Woodward). “This is a five million dollar contract and I have to know that you can go the distance” (The X Factor US – Season 2 Episode 11, Part 1) Britney Spears warned to a thirteen-year-old contestant before accepting her as part of her team. In each instance the fictitious premise of being either an ‘enabler’ or destroyer of dreams is replayed and slightly adapted for ongoing consumer interest. This lack of shared experience and mutual recognition in reality television also highlights the overt, yet rarely analyzed focus on the wealth of mentors as contrasted with their unstable mentees. In the respective cases of The X Factor and I Am Cait, one of the wealthiest moguls in entertainment, Cowell, reportedly contracts mentors for up to $15 million per season (Nair); Jenner’s performance in I Am Cait was also set to significantly boost the Kardashian empire (reportedly already worth $300 million, Pavia). In both series, significant screen time has been dedicated to showing the mentors in luxurious beachside houses, where mentees may visit. Despite the important social messages embedded in Caitlyn’s story (which no doubt nourishes the Kardashian family’s generally more ersatz material), the question, from a moral point of view becomes: would these mentors still interact with that particular mentee without the money? Regardless, reality participants insist they are fulfilling their dreams when they appear. Despite the preplanning, possibility of distress (Australia Network News; Bleasby) and even suicide (Schuster), as well as the ferocity of opinion surrounding shows (Marche) the parade of a type of ‘road of trials’ (Vogler 189) is enough to keep a huge fan base interested, and hungry for their turn to experience the fortune of being touched by the creative elite; or in narrative terms, a supernatural aid. ConclusionThe key differences between reality television and artistic narrative portrayals of mentors can be found in the use of archetypes for narrative conflict and resolution, in the ways themes are explored and the ways dialogue is put to use, and in the focus on and visibility of material wealth (Frere-Jones; Peyser). These differences highlight the political, cultural and social implications of exchanging stories about potential fulfillment, for stories about ascension to the creative class. Rather than being based on genuine reciprocity, and understanding of human issues, reality shows create drama around the desperation to penetrate the inner sanctum of celebrity fame and fortune. In fiction we see themes based on becoming famous, on gender transformation, and wealth acquisition, such as in the films and series Almost Famous (2000), The Bill Silvers Show (1955-1959), Filthy Rich (1982-1983), and Tootsie (1982), but these stories at least attempt to address a moral question. Critically, in an artistic - rather than commercial context – the actors (who may play mentees) are not at risk of exploitation (Australia Network News; Bleasby; Crouch). Where actors are paid and recognized creatively for their contribution to an artistic work (Rupel), the mentee in reality television has no involvement in the ways action may be set up for maximum voyeuristic enjoyment, or manipulated to enhance scandalous and salacious content which will return show and media profits (“Reality Show Fights”; Skeggs and Wood 64). The emphasis, ironically, from a reality production point of view, is wholly on making the audience believe (Papacharissi and Mendelson 367) that the content is realistic. 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In January of this year, artist Christian Marclay’s 24-hour video installation The Clock came to Melbourne. As Ben Lerner explains in 10:04, the autofictional novel Lerner published in 2014, The Clock by Christian Marclay “is a clock: it is a twenty-four hour montage of thousands of scenes from movies and a few from TV edited together so as to be shown in real time; each scene indicates the time with a shot of a timepiece or its mention in dialogue, time in and outside of the film is synchronized” (52). I went to see The Clock at ACMI several times, with friends and alone, in the early morning and late at night. Each time I sank back into the comfortable chairs and settled into the communal experience of watching time pass on a screen in a dark room. I found myself sucked into the enforced narrative of time, the way in which the viewer – in this case myself, and those sharing the experience with me – sought to impose a sort of meaning on the arguably meaningless passing of the hours. In this essay, I will explore how we can expand our thinking of the idea of autofiction, as a genre, to include contemporary forms of digital media such as social media or activity trackers, as the authors of these new forms of digital media act as author-characters by playing with the divide between fact and fiction, and requiring their readers to ascertain meaning by interpreting the clues layered within. I will analyse the ways in which the meaning of autofictional texts—such as Lerner’s 10:04, but also including social media feeds, blogs and activity trackers—shifts depending on their audience. I consider that as technology develops, we increasingly use data to contextualise ourselves within a broader narrative – health data, media, journalistic data. As the sociologist John B. Thompson writes, “The development of the media not only enriches and transforms the process of self-formation, it also produces a new kind of intimacy which did not exist before … individuals can create and establish a form of intimacy which is essentially non-reciprocal” (208). New media and technologies have emerged to assist in this process of self-formation through the collection and publication of data. This essay is interested in analysing this process of self-formation, and its relationship to the genre of autofiction.Contemporary Digital Media as AutofictionWhile humans have always recorded themselves throughout history, with the rise of new technologies the instinct to record the self is increasingly becoming an automatic one; an instinct we can tie to what media theorist Nick Couldry terms as “presencing”: an “emerging requirement in everyday life to have a public presence beyond one’s bodily presence, to construct an objectification of oneself” (50). We are required to participate in ‘presencing’ by opting-in to new media; it is now uncommon – even unfavourable – for someone not to engage in any forms of social media or self-monitoring. We are now encouraged to participate in ‘presencing’ through the recording and online publication of data that would have once been considered private, such as employment histories and activity histories. Every Instagram photo, Snapchat or TikTok video contributes to an accumulating digital presence, an emerging narrative of the self. Couldry notes that presencing “is not the same as calling up a few friends to tell them some news; nor, although the audience is unspecific, is it like putting up something on a noticeboard. That is because presencing is oriented to a permanent site in public space that is distinctively marked by the producer for displaying that producer’s self” (50).In this way, we can see that in effect we are all becoming increasingly positioned to become autofiction authors. As an experimental form of literature, autofiction has been around for a long time, the term having first been introduced in the 1970s, and with Serge Doubrovsky widely credited with having introduced the genre with the publication of his 1977 novel Fils (Browning 49). In the most basic terms, autofiction is simply a work of fiction featuring a protagonist who can be interpreted as a stand-in for its author. And while autofiction is also confused with or used interchangeably with other genres such as metafiction or memoir, the difference between autofiction and other genres, writes Arnaud Schmitt, is that autoficton “relies on fiction—runs on fiction, to be exact” (141). Usually the reader can pick up on the fact that a novel is an autofictional one by noting that the protagonist and the author share a name, or key autobiographical details, but it is debatable as to whether the reader in fact needs to know that the work is autofictional in the first place in order to properly engage with it as a literary text.The same ideas can be applied to the application of digital media today. Kylie Cardell notes that “personal autobiographical but specifically diaristic (confessional, serial, quotidian) disclosure is increasingly positioned as a symptomatic feature of online life” (507). This ties in with Couldry’s idea of ‘presencing’; confession is increasingly a requirement when it comes to participation in digital media. As technology advances, the ways in which we can present and record the self evolve, and the narrative we can produce of the self expands alongside our understanding of the relationship between fact and fiction. Though of course we have always fabricated different narratives of the self, whether it be through diary entries or letter-writing, ‘presencing’ occurs when we literally present these edited versions of ourselves to an online audience. Lines become blurred between fiction and non-fiction, and the ability to distinguish between ‘fake’ and ‘real’ becomes almost impossible.Increasingly, such a distinction fails to seem important, and in some cases, this blurred line becomes the point, or a punchline; we can see this most clearly in TikTok videos, wherein people (specifically, or at least most typically, young people—Generation Z) play with ideas of truth and unreality ironically. When a teenager posts a video of themselves on TikTok dancing in their school cafeteria with the caption, “I got suspended for this, don’t let this flop”, the savvy viewer understands without it needing to be said that the student was not actually suspended – and also understands that even less outlandish or unbelievable digital content is unreliable by nature, and simply the narrative the author or producer wishes to convey; just like the savvy reader of an autofiction novel understands, without it actually being said, that the novel is in part autobiographical, even when the author and protagonist do not share a name or other easily identifiable markers.This is the nature of autofiction; it signals to the reader its status as a work of autofiction by littering intertextual clues throughout. Readers familiar with the author’s biography or body of work will pick up on these clues, creating a sense of uneasiness in the reader as they work to discern what is fact and what is not.Indeed, in 10:04, Lerner flags the text as a work of autofiction by sketching a fictional-not-fictional image of himself as an author of a story, ‘The Golden Vanity’ published in The New Yorker, that earned him a book deal—a story the ‘real’ Ben Lerner did in fact publish, two years before the publication of 10:04: “a few months before, the agent had e-mailed me that she believed I could get a “strong six-figure” advance based on a story of mine that had appeared in The New Yorker” (Lerner 4).In a review of 10:04 for the Sydney Review of Books, Stephanie Bishop writes:we learn that he did indeed write a proposal, that there was a competitive auction … What had just happened? Where are we in time? Was the celebratory meal fictional or real? Can we (and should we) seek to distinguish these categories?Here Lerner is ‘presencing’, crafting a multilayered version of himself across media by assuming that the reader of his work is also a reader of The New Yorker (an easy assumption to make given that his work often appears in, and is reviewed in, The New Yorker). Of course, this leads to the question: what becomes of autofiction when it is consumed by someone who is unable to pick up on the many metareferences layered within its narrative? In this case, the work itself becomes a joke that doesn’t land – much like a social media feed being consumed by someone who is not its intended audience.The savvy media consumer also understands that even the most meaningless or obtuse of media is all part of the overarching narrative. Lerner highlights the way we try and impose meaning onto (arguably) meaningless media when he describes his experience of watching time pass in Marclay’s The Clock:Big Ben, which I would come to learn appears frequently in the video, exploded, and people in the audience applauded… But then, a minute later, a young girl awakes from a nightmare and, as she’s comforted by her father (Clark Gable as Rhett Butler), you see Big Ben ticking away again outside their window, no sign of damage. The entire preceding twenty-four hours might have been the child’s dream, a storm that never happened, just one of many ways The Clock can be integrated into an overarching narrative. Indeed it was a greater challenge for me to resist the will to integration. (Lerner 52-53)This desire to impose an overarching narrative that Lerner speaks of – and which I also experienced when watching The Clock, as detailed in the introduction to this essay – is what the recording of the self both aims to achieve and achieves by default; it is the point and also the by-product. The Self as DataThe week my grandmother died, in 2017, my father bought me an Apple Watch. I had recently started running and—perhaps as an outlet for my grief—was looking to take my running further. I wanted a smart watch to help me record my runs; to turn the act of running into data that I could quantify and thus understand. This, in turn, would help me understand something about myself. Deborah Lupton explains my impulse here when she writes, “the body/self is portrayed as a conglomerate of quantifiable data that can be revealed using digital devices” (65). I wanted to reveal my ‘self’ by recording it, similar to the way the data accumulated in a diary, when reflected upon, helps a diarist understand their life more broadly. "Is a Fitbit a diary?”, asks Kylie Cardell. “The diary in the twenty-first century is already vastly different from many of its formal historical counterparts, yet there are discursive resonances. The Fitbit is a diary if we think of diary as a chronological record of data, which it can be” (348). The diary, as with the Apple Watch or Fitbit, is simply just a record of the self moving through time.Thus I submitted myself to the task of turning as much of myself into digital data as was possible to do so. Every walk, swim, meditation, burst of productivity, lapse in productivity, and beat of my heart became quantified, as Cardell might say, diarised. There is a very simple sort of pleasure in watching the red, green and blue rings spin round as you stand more, move more, run more. There is something soothing in knowing that at any given moment in time, you can press a button and see exactly what your heart is doing; even more soothing is knowing that at any given time, you can open up an app and see what your heart has been doing today, yesterday, this month, this year. It made sense to me that this data was being collected via my timepiece; it was simply the accumulation of my ‘self,’ as viewed through the lens of time.The Apple Watch was just the latest in a series of ways I have tasked technology with the act of quantifying myself; with my iPhone I track my periods with the Clue app. I measure my mental health with apps such as Shine, and my daily habits with Habitica. I have tried journaling apps such as Reflectly and Day One. While I have never actively tracked my food intake, or weight, or sex life, I know if I wanted to I could do this, too. And long before the Apple Watch, and long before my iPhone, too, I measured myself. In the late 2000s, I kept an online blog. Rebecca Blood notes that the development of blogging technology allowed blogging to become about “whatever came to mind. Walking to work. Last night’s party. Lunch” (54). Browning expands on this, noting that bloggingemerged as a mode of publication in the late ’90s, expressly smudging the boundaries of public and private. A diaristic mode, the blog nonetheless addresses (a) potential reader(s), often with great intimacy — and in its transition to print, as a boundary-shifting form with ill-defined goals regarding its readership. (49)(It is worth noting here that while of course many different forms of blogging exist and have always existed, this essay is only concerned with the diaristic blog that Blood and Browning speak of – arguably the most popular, and at least the most well known, form of blog.)My blog was also ostensibly about my own life, but really it was a work of autofiction, in the same way that my Apple Watch data, when shared, became a work of autofiction – which is to say that I became the central character, the author-character, whose narrative I was shaping with each post, using time as the setting. Jenny Davis writes:if self-quantifiers are seeking self-knowledge through numbers, then narratives and subjective interpretations are the mechanisms by which data morphs into selves. Self-quantifiers don’t just use data to learn about themselves, but rather, use data to construct the stories that they tell themselves about themselves.Over time, I became addicted to the blogging platform’s inbuilt metrics. I would watch with interest as certain posts performed better than others, and eventually the inevitable happened: I began – mostly unconsciously – to try and mould the content of my blogs to achieve certain outcomes – similar to the way that now, in 2019, it is hard to say whether I use an app to assist myself to meditate/journal/learn/etc, or whether I meditate/journal/learn/etc in order to record myself having done so.David Sedaris notes how the collection of data subconsciously, automatically leads to its manipulation in his essay collection, Calypso:for reasons I cannot determine my Fitbit died. I was devastated when I tapped the broadest part of it and the little dots failed to appear. Then I felt a great sense of freedom. It seemed that my life was now my own again. But was it? Walking twenty-five miles, or even running up the stairs and back, suddenly seemed pointless, since, without the steps being counted and registered, what use were they? (Sedaris, 49)In this way, the data we collect on and produce about ourselves, be it fitness metrics, blog posts, Instagram stories or works of literature or art, allows us to control and shape our own narrative, and so we do, creating what Kylie Cardell describes as “an autobiographical representation of self that is coherent and linear, “excavated” from a mass of personal data” (502).Of course, as foregrounded earlier, it is important to highlight the way ideas of privacy and audience shift in accordance with the type of media being consumed or created. Within different media, different author-characters emerge, and the author is required to participate in ‘presencing’ in different ways. For instance, data that exists only for the user does not require the user, or author, to participate in the act of ‘presencing’ at all – an example of this might be the Clue app, which records menstruation history. This information is only of interest to myself, and is not published or shared anywhere, with anyone. However even data intended for a limited audience still requires participation in ‘presencing’. While I only ‘share’ my Apple Watch’s activity with a few people, even just the act of sharing this activity influences the activity itself, creating an affect in which the fact of the content’s consumption shapes the creation of the content itself. Through consumption of Apple Watch data alone, a narrative can be built in which I am lazy, or dedicated, an early riser or a late sleeper, the kind of person who prefers setting their own goals, or the kind of person who enjoys group activities – and knowing that this narrative is being built requires me to act, consciously, in the experience of building it, which leads to the creation of something unreal or fictional interspersed with factual data. (All of which is to admit that sometimes I go on a run not because I want to go on a run, but because I want to be the sort of person who has gone on a run, and be seen as such: in this way I am ‘presencing’.)Similarly, the ephemeral versus permanent nature of data shared through media like Snapchat or Instagram dictates its status as a work of autofiction. When a piece of data – for instance, a photograph on Instagram – is published permanently, it contributes to an evolving autofictional narrative. The ‘Instagrammed’ self is both real and unreal, both fictional and non-fictional. The consumer of this data can explore an author’s social media feed dating back years and consume this data in exactly the way the author intends. However, the ‘stories’ function on Instagram, for instance, allows the consumption of this data to change again. Content is published for a limited amount of time—usually 24 hours—then disappears, and is able to be shared with either the author’s entire group of followers, or a select audience, allowing an author more creative freedom to choose how their data is consumed.Anxiety and AutofictionWhy do I feel the need to record all this data about myself? Obviously, this information is, to an extent, useful. If you are a person who menstruates, knowing exactly when your last period was, how long it lasted and how heavy it was is useful information to have, medically and logistically. If you run regularly, tracking your runs can be helpful in improving your time or routine. Similarly, recording the self in this way can be useful in keeping track of your moods, your habits, and your relationships.Of course, as previously noted, humans have always recorded ourselves. Cardell notes that “although the forms, conditions, and technology for diary keeping have changed, a motivation for recording, documenting, and accounting for the experience of the self over time has endured” (349). Still, it is hard to ignore the fact that ultimately, we seem to be entering some sort of age of digital information hoarding, and harder still to ignore the sneaking suspicion that this all seems to speak to a growing anxiety – and specifically, an anxiety of the self.Gayle Greene writes that “all writers are concerned with memory, since all writing is a remembrance of things past; all writers draw on the past, mine it as a quarry. Memory is especially important to anyone who cares about change, for forgetting dooms us to repetition” (291). If all writers are concerned with memory, as Greene posits, then perhaps we can draw the conclusion that autofiction writers are concerned with an anxiety of forgetting, or of being forgotten. We are self-conscious as authors of autofictional media; concerned with how our work is and will continue to be perceived – and whether it is perceived at all. Marjorie Worthington believes that that the rise in self-conscious fiction has resulted in an anxiety of obsolescence; that this anxiety in autofiction occurs “when a cultural trope (such as 'the author' is deemed to be in danger of becoming obsolete (or 'dying')” (27). However, it is worth considering the opposite – that an anxiety of obsolescence has resulted in a rise of self-conscious fiction, or autofiction.This fear of obsolescence is pervasive in new digital media – Instagram stories and Snapchats, which once disappeared forever into a digital void, are now able to be saved and stored. The fifteen minutes of fame has morphed into fifteen seconds: in this way, time works both for and against the anxious author of digital autofiction. Technologies evolve quicker than we can keep up, with popular platforms becoming obsolete at a rapid pace. This results in what Kylie Cardell sees as an “anxiety around the traces of lives accumulating online and the consequences of 'accidental autobiography,' as well as the desire to have a 'tidy,' representable, and 'storied' life” (503).This same desire can be seen at the root of autofiction. The media theorist José van Dijck notes thatwith the advent of photography, and later film and television, writing tacitly transformed into an interior means of consciousness and remembrance, whereupon electronic forms of media received the artificiality label…writing gained status as a more authentic container of past recollection. (15)Autofiction, however, disrupts this tacit transformation. It is a co-mingling of a desire to record the self, as well as a desire to control one’s own narrative. The drive to represent oneself in a specific way, with consideration to one’s audience and self-brand, has become the root of social media, but is so pervasive now that it is often an unexamined, subconscious one. In autofiction, this drive is not subconscious, it is self-conscious.ConclusionAs technology has developed, new ways to record, present and evaluate the self have emerged. While an impulse to self-monitor has always existed within society, with the rise of ‘presencing’ through social media this impulse has been made public. In this way, we can see presencing, or the public practice of self-performing through media, as an inherently autofictional practice. We can understand that the act of presencing stems from a place of anxiety and self-consciousness, and understand that is in fact impossible to create autofiction without self-consciousness. As we begin to understand that all digital media is becoming inherently autofictional in nature, we’re increasingly required to force to draw our own conclusions about the media we consume—just like the author-character of 10:04 is forced to draw his own conclusions about the passing of time, as represented by Big Ben, when interacting with Marclay’s The Clock. 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